Journal of Computations & Modelling

Analysis of the Matrix Structure in the Preference Shift of Customer Brand Selection for Automobile

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  •                                                     Abstract

    Consumers often buy higher ranked brand after they are bored using current brand goods. This may be analyzed utilizing matrix. Suppose past purchasing data are set input and current purchasing data are set output, then transition matrix is identified using past and current data. If all brand selections are composed by the upper shifts, then the 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. We have made a questionnaire investigation concerning automobile purchase before. In that paper, the questionnaire was carried out mainly on an urban area. In this paper, we make an investigation on a rural area. The questionnaire investigation to automobile purchasing case is conducted and above structure is confirmed. We can make forecast utilizing the estimated transition matrix. We can foresee the future purchase and the producers can make effective marketing plan to cope with this. Unless planner for products does not notice its brand position whether it is upper or lower than other 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.