A Proposal of Consumers’ Brand Switching Behaviour Model with the Use of Multivariate Logit Model

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  • 多項ロジットモデルを用いた消費者のブランドスイッチ行動予測モデル構築法の提案
  • タコウ ロジット モデル オ モチイタ ショウヒシャ ノ ブランドスイッチ コウドウ ヨソク モデル コウチクホウ ノ テイアン

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<p>With the developments in information technology, POS system is used in the retail business recently. We can record the purchase data historically on database with use of POS system, and with use of the data, we can know purchase patterns of customers. Historical data of customers is very useful for the retailers to build marketing strategy. Especially, it is very important for the marketing analysts to know the brand-switching patterns of thier customers when they attract customers to thier own company brand, or when they prevent customers from flowing out to other company brand.</p><p>In this study, we build brand switching prediction model with the use of multivariate logit model in order to understand brand-switching behaviour of customers. Additionally, applying our model to the actual POS system data of drug stores chain offered by Customers Communication Ltd., we verify the appropriateness of our model.</p>

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