Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 1598-7248 (Print)
ISSN : 2234-6473 (Online)
Industrial Engineering & Management Systems Vol.17 No.3 pp.434-443
DOI : https://doi.org/10.7232/iems.2018.17.3.434

Analysis of the Preference Shift of Customer Brand Selection and its Matrix Structure: Expansion of its Block Matrix to the Third Order Lag and Compression of the Variables

Kazuhiro Takeyasu*
College of Business Administration, Tokoha University, Japan
* Corresponding Author, E-mail: takeyasu@sz.tokoha-u.ac.jp

Abstract

Focusing that consumers are apt to buy superior brand when they are accustomed or bored to use current brand, a new analysis method is introduced. 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. Before buying data and after buying data is stated using linear model. When above stated events occur, transition matrix becomes an upper triangular matrix. 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. In this paper, equation using transition matrix stated by the Block Matrix is expanded to the third order lag and the method is newly re-built. Furthermore the method of condensing the variable stated above is also applied to this new model. These are confirmed by numerical examples. S-step forecasting model is also introduced. This approach makes it possible to identify brand position in the market and it can be utilized for building useful and effective marketing plan.

초록

 

Figure

Table

오늘하루 팝업창 안보기 닫기