Consumers' Activities for Brand Selection and Their Matrices Structure : Questionnaire Investigation To Automobile Purchasing Case

概要

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It is often observed that consumers select upper class brand when they buy next time. Suppose that former buying data and current buying data are gathered. Also suppose that upper brand is located upper in the variable array. Then transition matrix becomes upper triangular matrix under the supposition that former buying variables are set input and current buying variables are set output. If the top brand were selected from lower brand in jumping way, corresponding part in upper triangle matrix would be 0. Questionnaire investigation to automobile purchasing case is executed and above structure is confirmed. If transition matrix is identified, S-step forecasting can be executed. Generalized forecasting matrix components' equations are introduced. Unless planner for products does not notice its brand position whether it is upper or lower than another products, matrix structure makes it possible to identify those by calculating consumers' activities for brand selection. Thus, this proposed approach enables to make effective marketing plan and/or establishing new brand.
大阪府立大学の論文