Paper
Consumers’ Activities for Brand Selection and Their Matrices Structure in the Case of Jewelry/Accessory Purchasing
- Authors:
- Chie Ishio; Kazuhiro Takeyasu
- Abstract
- Consumers often buy higher ranked brand after they are bored using current brand goods. This may be analysed 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. Utilizing jewelry/accessory purchasing history record of on-line shopping (especially we focus on pierced earrings, ring, bracelet/bangle) over three years, above structure is investigated and confirmed. Comparison with our previous research is also executed. Some interesting results are obtained.
- Keywords
- Brand Selection; Matrix Structure; Brand Position; Jewelry; Accessory
- StartPage
- 15
- EndPage
- 22
- Doi