生活経済学研究

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The purpose of this research is to analyze the market competitiveness of mutual financial institutions in Japan during the first half of 2000s. In fact, the difference of market competitiveness between commercial banks and mutual financial institutions, and the geographical difference in Japan were considered. To measure its competitiveness, the H statistics by Panzar and Rosse (1987) was estimated, employing Panel data of Credit Associations (CAs) and Credit Cooperatives (CCs) during 1999-2005. From the nationwide results including both CAs and CCs, the markets' competitiveness of mutual financial institutions was about 0.35, which means the middle level of monopolistic competitive market. This figure is relatively smaller than commercial banks. The reason seems to be the constraints in mutual financial institutions such as geographical and capital conditions. Next, I grouped Japan into 7 geographical categories, and considered whether the local economic conditions affect the market competitiveness. The estimated results roughly showed that larger economic scale connects to the stronger market competition. However, other factors such as the level of community relationship could also influence to the competitiveness. It suggests that mutual financial institutions should focus not only on the management efficiency but also on the strong relationship with members.

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Brueckner (1982) states that if local governments provide local public goods according to property-value-maximizing, they can achieve efficiency spending. Applying Brueckner's model, this paper examines whether Japanese local governments effectively provide local public goods. We then show that local governments of approximately 90% undersupply people's livelihood spending.

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In this paper, I examine the market entry from a point of view of consumer behavior and marketing communication strategies. Many past studies on the market entry has been discussed with the order of entry. But we cannot discuss it only with the order of entry. Carpenter and Nakamoto (1989) argue that pioneer brand advantages are preserved in the prototypicality of the product. That is, learning pioneer brands for consumers means learning the new product category. We have to explore the mechanism through which consumers get general knowledge of the product category, recognize differences among the competing brands, and make a final choice from them. Also we have to know how consumer behavior relates to pioneer advantages. Therefore, I examine the Specific health food market as a case of it.

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