Analysis of the Preference Shift of Customer Brand Selection and Its Matrix Structure

概要

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It is often observed that consumers select the upper class brand when they buy the next time. Suppose that the former buying data and the current buying data are gathered. Also suppose that the upper brand is located upper in the variable array. Then the transition matrix becomes an upper triangle matrix under the supposition that the former buying variables are set input and the current buying variables are set output. If the top brand were selected from the lower brand in jumping way, corresponding part in the upper triangle matrix would be 0. The goods of the same brand group would compose the Block Matrix in the transition matrix. Condensing the variables of the same brand group into one, analysis becomes easier to handle and the transition of Brand Selection can be easily grasped. If the transition matrix is identified, a 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 make 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