Consumers Activities for Brand Selection. and an Expansion to the Second Order Lag. Model

Transcription

1 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 Consumers cves for Brnd Selecon nd n Enson o he Second Order Lg Model Kuhro Tkesu Che Isho Yuk Hguch src-focusng h consumers re o u sueror rnd when he re ccusomed or ored o use curren rnd new nlss mehod s nroduced Before ung d nd fer ung d s sed usng lner model When ove sed evens occur rnson mr ecomes uer rngulr mr In hs er equon usng rnson mr s eended o he second order lg nd he mehod s newl re-ul These re led o he jewelr urchsng cse nd re confrmed numercl emles Some neresng resuls re oned Ths roch mkes ossle o denf rnd oson n he mrke nd cn e uled for uldng useful nd effecve mrkeng ln Ke Words-rnd selecon mr srucure rnd oson jewelr ccessor I ITRODUCTIO I s ofen oserved h consumers selec uer clss rnd when he u ne me Suose h former ung d nd curren ung d re ghered lso suose h uer rnd s loced uer n he vrle rr Then rnson mr ecomes uer rngulr mr under he suoson h former ung vrles re se nu nd curren ung vrles re se ouu If he o rnd were seleced from lower rnd n jumng w corresondng r n uer rngulr mr would e There m e lso he cse h cusomers selec lower rnd o seek sule rce when he hve chosen hgher rnd Then m comose ems of lower rngulr mr If rnson mr s denfed S-se forecsng cn e eecued Unless lnner for roducs does no noce s rnd oson wheher s uer or lower hn oher roducs mr srucure mkes ossle o denf hose clculng consumers cves for rnd selecon Thus hs roosed roch enles o mke effecve mrkeng ln nd/or eslshng new rnd Qunve nlss concernng rnd selecon hs een eecued Ymnk (98)[] Tkhsh e l()[] Ymnk (98)[] emned urchsng rocess Mrkov Trnson Prol wh he nu of dversng eense Tkhsh e l()[] mde nlss he Br nd Selecon Prol model usng logscs dsruon In Tkesu e l (7) [3] mr srucure ws nled for he cse rnd selecon ws eecued owrd uer clss In hs er equon usng rnson mr s eended o he second order lg n order o mrove model ccurc nd here forecsng ccurc nd confrm hem he quesonnre nvesgon for jewelr urchsng cse Such reserch s que new one In hs er mr srucure s nled for he cse rnd selecon s eecued for uer clss nd for lower clss ulng jewelr/ccessor urchsng hsor record of on-lne shong over hree ers Herenfer mr srucure s clrfed for he selecon of rnd n secon Eenson of h e model o he second order lg s eecued n secon 3 Forecsng s formuled n secon 4 Purchse hsor nvesgon of jewelr/ccessor on-lne shong s emned nd s numercl clculon s eecued n secon 5 Remrks re descred n 6 Secon 7 s concluson 3

2 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 II BRD SELECTIO D ITS MTRI STRUCTURE[3] Uer Shf of Brnd Selecon ow suose h s he mos uer clss rnd s he second uer clss rnd nd s he lowes clss rnd Consumer s ehvor of selecng rnd mgh e ec mgh e few Suose h s curren ung vrle nd eecued from or rnson rol from j -h o -h rnd Smlrl nd s revous ung vrle Shf o s j reresens Therefore s sed n he followng equon These re re-wren s follows 3 3 () 33 Se hen s reresened s follows Here () 3 33 R R R 3 s n uer rngulr mr To emne hs generng followng d whch re ll conssed he d n whch rnson s mde from lower rnd o uer rnd (3) 3

3 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 (4) rmeer cn e esmed usng les squre mehod Suose ε (5) Where 3 nd mnme followng J T J ε ε Mn (6)  whch s n esmed vlue of s oned s follows T T (7) In he d grou whch re ll conssed he d n whch rnson s mde from lower rnd o uer rnd esmed vlue  should e uer rngulr mr If followng d whch shf o lower rnd re dded onl few n equon (3) nd (4)  would conn mnue ems n he lower r rngle B Sorng Brnd Rnkng Re-rrngng Row In generl d vrles m no e n order s In h cse lrge nd smll vlue le scered n  Bu re-rrngng hs we cn se n order shfng row The lrge vlue rs re ghered n uer rngulr mr nd he smll vlue rs re ghered n lower rngulr mr 33

4 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 34 Â Â (8) C Mr Srucure under he Cse Skng Inermede Clss Brnd s Sked I s ofen oserved h some consumers selec he mos uer clss rnd from he mos lower clss rnd nd sk selecng he nermede clss rnd We suose w v rnds (suose he re ld from uer oson o lower oson s w v ) In he ove cse selecon shfs would e v v Suose he do no shf o w from o w from nd o w from hen Mr srucure would e s follows w v w v (9) III ETESIO OF THE MODEL TO THE SECOD ORDER LG We eend Eq() o he second order lg n hs secon We hve nled he uomole urchsng cse (Tkesu e l (7) [3]) In h cse we could on he d (curren ung d former ung d efore former ung d) We hve nled hem dvdng he d (curren ung d former ung d) nd (former ung d efore former ung d) nd u hem o Eq(5) o l he model Bu hs s knd of smlfed mehod o l o he model If we hve furher me lg model nd we cn uled he d s s he esmon ccurc of rmeer would e more ccure nd he forecsng would e more recse Therefore we nroduce new model whch eends Eq() o he second order lg model s follows () Where Shfng row

5 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 35 () () () () () () () () () () () () () () () () () () R R R In order o esme we se he followng equon n he sme w s efore ε () Mn J T ε ε () Eq() s eressed s follows ε (3) whch s n esmed vlue of s oned s follows n he sme w s Eq(7) T T T T T T T T T T (4) Ths s re-wren s : T T T T T T (5) We se hs s :

6 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 B C D E E F T (6) In he d grou of uer shf rnd B C nd Ê ecomes n uer rngulr mr Whle D nd F re dgonl mr n n cse Ths wll e mde cler n he numercl clculon ler IV FORECSTIG fer rnson mr s esmed we cn mke forecsng We show some of hem n he followng equons (7) 3 4 (8) (9) 3 () 4 V PURCHSE HISTORY IVESTIGTIO D UMERICL CLCULTIO Jewelr/ccessor urchse hsor nvesgon s eecued Frs of ll he frmework of jewelr/ccessor urchsng v on-lne shong s s follows On-lne sho: Co! / H gf Hos se: h://wwwh-gfj/ Brnch se: h://wwwrkuencoj/co/ h://soreshonghoocoj/-co/ndehml Mnged Chersh CoLd Cusomers: ll over Jn ( Ever Prefecure) D gherng erod: rl 8 M Order numer: 44 (lmed o he order numer whch hs reeed order) Mn resdens of cusomers Toko 9% Kngw 87% Osk 6% ch 58% Ch 57% Sm 54% The shre of Toko cl re consss of 37% Sles goods: ecklce / Pendn Perced errngs Rng Brcele / Bngle 36

7 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Brooch ecke Pn Mscellneous (Pckge/Ron ec) Clssfcon of goods rce Volume 3 Issue Mrch 4 TleⅠ Clssfcon of Goods Prce Rnk Prce(Yen) Rnk Prce(Yen) ecklce / Pendn Perced errngs 6 4~ P6 4~ 5 ~4 P5 ~4 4 ~3 P4 ~6 3 ~ P3 ~ ~5 P ~6 ~ P ~ Rng Brcele / Bungle R6 4~ B6 4~ R5 ~4 B5 ~4 R4 ~3 B4 ~35 R3 ~ B3 ~3 R ~5 B ~5 R ~ B ~ The urchse hsor d ws he mos for ecklce/ Pendn Therefore we mke focus on hem < TleⅡ Shfng Resuls of Goods o > < o > Shf from o 36 Shf from o 36 Shf from o 8 Shf from o 8 37

8 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 3 Shf from o 3 3 Shf from o Shf from o 4 Shf from o 4 5 Shf from o 5 Shf from o 6 Shf from o 6 Shf from o 7 Shf from o 7 Shf from o 3 8 Shf from o 3 8 Shf from 3 o 9 Shf from o 3 9 Shf from 3 o Shf from o 7 Shf from o 7 Shf from o 3 Shf from o 3 Shf from o 4 Shf from o 4 3 Shf from o 5 3 Shf from o 5 4 Shf from o 4 Shf from o 3 5 Shf from o 5 Shf from o 5 6 Shf from o 3 6 Shf from 3 o 7 Shf from o 3 7 Shf from 3 o 3 8 Shf from o 4 8 Shf from 4 o 9 Shf from 3 o 4 9 Shf from o 4 Shf from 3 o Shf from o 3 Shf from 3 o 6 Shf from o 6 Shf from 3 o Shf from o 3 3 Shf from 3 o Shf from 3 o 4 4 Shf from 3 o 3 4 Shf from 3 o 5 Shf from 3 o Shf from 3 o

9 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch Shf from 3 o 3 6 Shf from 3 o 4 7 Shf from 4 o 7 Shf from o 8 Shf from 4 o 8 Shf from o 9 Shf from 4 o 9 Shf from o 3 Shf from 4 o 3 Shf from o 3 Shf from 4 o 3 3 Shf from 3 o 3 3 Shf from 4 o 4 3 Shf from 4 o 3 33 Shf from 4 o 4 33 Shf from 4 o 4 34 Shf from 5 o 4 34 Shf from 4 o 4 35 Shf from 5 o 5 35 Shf from 5 o 5 36 Shf from 6 o 36 Shf from o 37 Shf from 6 o 3 37 Shf from 3 o 6 38 Shf from 6 o 6 38 Shf from 6 o 6 Vecor n hese cses re eressed s follows 3

10 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch

11 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch

12 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch Susung hese o Eq(4) we on he followng equon ( ) s we hve seen efore we cn confrm h B r n Eq(6) s n uer rngulr mr nd F D r n Eq(6) re dgonl mrces Whle Ĉ nd Ê rs re lower rngulr mrces Ths mens h here ws rher g lower shf n o We cn fnd h f Ê r ecomes n uer rngulr mr hen he ems comose uer shf or he sme level shf Clculon resuls of ecome s follows ( ) VI REMRKS Lookng over he resuls urchsng n nd 3 re domnn nd we cn oserve he sme level

13 ISS: ISO 9:8 Cerfed Inernonl Journl of Engneerng Scence nd Innovve Technolog (IJESIT) Volume 3 Issue Mrch 4 shf from o nd o I s que nurl for he consumers o u he sme level goods o urchse n he ne me fer he re ssfed wh he frs me urchsng I m e requ red h nd 3 clsses should e sered no he more fne clsses n he ner fuure Consderle lower shfs could e seen n o nd on he conrr consderle uer shfs could e seen n o Sho owner hough h consumers would u he uer clss rnd goods fer he re ssfed wh he urchsng I m e rue u he resuls show h he consumers would u uer shf rnd goods fer he second me urchsng e hrd me urchsng The wll hve relnce o he sho fer he second urchsng nd hen he wll ecome he reeer of he sho VII COCLUSIO Consumers ofen u hgher grde rnd roducs s he re ccusomed or ored o use curren rnd roducs he hve Formerl we hve resened he er nd mr srucure ws clrfed when rnd selecon ws eecued owrd hgher grde rnd Mr srucure ws nled for he cse rnd selecon ws eecued for uer clss our reserch In hs er equon usng rnson mr ws eended o he second order lg nd he mehod ws newl re-ul In he numercl emle mr srucure s hohess ws verfed We could ule he d s s for he d n whch me lg es hs new model nd esmon ccurc of rmeer ecme more ccure nd forecsng ecme more recse Ths mehod cn e uled for uldng useful nd effecve mrkeng ln I s our fuure reserch o nvesge oher cses such s uomole urchsng cse rnd g urchsng cse ec Vrous cses should e emned herefer n order o verf oned resul REFERECES [] YmnkH Qunve Reserch Concernng dversng nd Brnd Shf (In Jnese) Mrkeng Scence Chkr-Shoo Pulshng 98 [] TkhshY TTkhsh Buldng Brnd Selecon Model Consderng Consumers Rol o Brnd (In Jnese) Jn Indusrl Mngemen ssocon ; 53(5): [3] TkesuK YHguch nlss of he Preference Shf of Cusomer Brnd Selecon Inernonl Journl of Comuonl Scence 7; (4): UTHOR BIOGRPHY Kuhro Tkesu s Professor of College of Busness dmnsron Tokoh Unvers nd ws Professor of Osk Prefecure Unvers Jn He receved Docorl Degree from he Grdue School of Engneerng Toko Merooln Insue of Technolog Jn n 4 Hs echng nd reserch neress re me seres nlss ssem denfcon nd mrkeng Che Isho s now Presden of Chersh Co Ld She grdued Doshsh Women's College of Lerl rs nd Over Grdue course of Osk Prefecure Unvers She receved MB Degree from he Grdue School of Economcs Osk Prefecure Unvers Jn n Her mn reserch neress re me seres nlss nd mrkeng Yuk Hguch s now n ssoce Professor of Fcul of Busness dmnsron Sesunn Unvers nd ws n ssoce Professor of College of Economcs Osk Prefecure Unvers Jn She receved Docorl Degree from he Grdue School of Economcs Osk Prefecure Unvers Jn n 9 Her mn reserch neress re me seres nlss nd mrkeng 333