A Method of Estimating Brand Preference of New Canned Coffee in Japan

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概要

• 論文の詳細を見る

• This paper estimates the marketing opportunity rate of a new product, using the preference model. This is one of the important prediction methods to study the market of a new product and to minimize the risk of its development project. To test this method, provided that "BLENDY" of AGF Company was put into the market, six kinds of canned coffee sold in Japan were investigated through questionnaires. By using the technique of brand positioning based on the factor analysis, their marketing share was estimated and a purchase probability of "BLENDY" was computed.

• 経営行動科学学会の論文
• 2001-12-25

著者

• Teramoto Kazuyuki

  Aichi Institute Of Technology

関連論文

• A Method of Estimating Brand Preference of New Canned Coffee in Japan

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