An Analysis of Brand Selection

Abstract—It is often observed that consumers select upper class brand when they buy next time. Suppose that former buying data and current buying data are gathered. Also suppose that upper brand is located upper in the variable array. Then the transition matrix becomes upper triangular matrix under the supposition that former buying variables are set input and current buying variables are set output. Takeyasu et al. analyzed the brand selection and its matrix structure before. In that paper, products of one genre are analyzed. In this paper, brand selection among multiple genre and its matrix structure are analyzed. Taking an automobile for example, customer brand selection from company A to B or company A to C can be made clear utilizing above stated method. We can confirm not only the preference shift among brands but also the preference shift among companies. This enables building marketing strategy for automobile company much easier. Analyzing such structure provides useful applications. Thus, this proposed approach enables to make effective marketing plan and/or establishing new brand.