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A New Method of Constructing Brand Switching Matrix

Okada, Akinori; Tsurumi, Hiroyuki

Abstract:
A new method of defining brand switching is introduced. Brand switching is defined by comparing two brands purchased in two consecutive periods. For durable consumer goods this does not cause any problem, because only one brand would be purchased in one period. It is difficult to define brand switching of non-durable consumer goods in the same manner, because two or more brands can be purchased by a consumer in one period. A practical method to cope with this difficulty is to compare the best selling brand in each period, but this ignores brands other than the best selling brand. The present method defines brand switching by the change of the rank of the purchase amount of the brand in two consecutive periods. The method is applied to derive the brand switching matrix among potato snack brands, and is compared with the method based on the best selling brand by asymmetric multidimensional scaling. The comparison shows that the present method represents the dominance relationships among brands more accurately than the method based on the best selling brand.


Verlagsausgabe §
DOI: 10.5445/KSP/1000098012/06
Veröffentlicht am 27.04.2021
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Wirtschaftsinformatik und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2020
Sprache Englisch
Identifikator ISSN: 2363-9881
KITopen-ID: 1000131861
Erschienen in Archives of Data Science, Series A
Verlag Karlsruher Institut für Technologie (KIT)
Band 6
Heft 2
Seiten P06, 12 S. online
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