An Analysis of Brand Selection
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1 (IJCS) Itetol Joul of dvced Comute Scece d lctos Vol. o. 8 lss of Bd Selecto Kuho Tkesu College of Busess dmstto Tokoh Uvest 5 Oouch Fuj Ct Shuok -8 J uk Hguch Fcult of Busess dmstto Setsu Uvest -8 Iked-kmch eg Osk J stct It s ofte oseved tht cosumes select ue clss d he the u et tme. Suose tht fome ug dt d cuet ug dt e gtheed. lso suose tht ue d s locted ue the vle. The the tsto mt ecomes ue tgul mt ude the suosto tht fome ug vles e set ut d cuet ug vles e set outut. Tkesu et l. led the d selecto d ts mt stuctue efoe. I tht e oducts of oe gee e led. I ths e d selecto mog multle gee d ts mt stuctue e led. Tkg utomole fo emle custome d selecto fom com to B o com to C c e mde cle utlg ove stted method. We c cofm ot ol the efeece shft mog ds ut lso the efeece shft mog comes. Ths eles uldg mketg stteg fo utomole com much ese. lg such stuctue ovdes useful lctos. Thus ths oosed och eles to mke effectve mketg l d/o estlshg e d. Keods d selecto; mt stuctue; d osto I. ITODUCTIO Mketg lss s oe of the eve edg themes ecuse thee se lots of evets d e ted the mket d socet. Thee e m themes to e vestgted d the lses m e utled fo mketg l etc. I ths e e focus o the d selecto cosumes. It s ofte oseved tht cosumes select ue clss d he the u et tme fte the e oed to use cuet d. Suose tht fome ug dt d cuet ug dt e gtheed. lso suose tht ue d s locted ue the vle. The the tsto mt ecomes ue tgul mt ude the suosto tht fome ug vles e set ut d cuet ug vles e set outut. The lss of the d selecto the sme d gou s led Tkesu et l. [6]. I ths e e ed ths scheme to oducts of multle gees. Fo emle e cosde the cse of ecklce. If she s ccustomed to use ecklce she ould u hghe ced ecklce. O the othe hd she m u celet o eg fo he totl coodto fsho. Heg fom the etle oth c e see selectg ue clss d d selectg othe gee oduct. Theefoe ths lss s ve megful fo the ctcl use hch occus ctull. If tsto mt s detfed e c mke vous lses usg t d s-ste foecstg c e eecuted. Uless les fo oducts otce ts d osto hethe t s ue o loe th othe oducts mt stuctue mkes t ossle to detf those clcultg cosumes ctvtes fo d selecto. Thus ths oosed och mkes t effectve to eecute mketg l d/o estlsh e d. Qutttve lss coceg d selecto hs ee eecuted mk [5] Tkhsh et l.[]. mk[5] emed uchsg ocess Mkov Tsto Polt th the ut of dvetsg eese. Tkhsh et l.[] mde lss the Bd Selecto Polt model usg logstcs dstuto. Tkesu et l.[6] led the efeece shft of custome d selecto the cse of utomole. Tkesu et l.[] led the efeece shft of custome d selecto fo sgle d gou. I ths e e t to ed ths scheme to oducts of multle gees d vous lses s eecuted. ctull ths scheme c ofte e see. Such esech s ute e oe. Heefte mt stuctue fo sgle d gou s clfed fo the selecto of d secto. Eso to multle d selecto s eecuted d led secto. s-ste foecstg s stted secto. umecl clculto s eecuted secto 5. lcto of ths method s eteded secto 6. II. BD SELECTIO D ITS MTI STUCTUE. Ue shft of Bd selecto o suose tht s the most ue clss d s the secod ue clss d d s the loest clss d. Cosume s ehvo of selectg d mght e etc. mght e fe. Suose tht s cuet ug vle d s evous ug vle. Shft to s eecuted fom o. Theefoe s stted the follog euto. j eesets the tsto olt fom j -th to -th d. Smll d.jcs.thes.og 8 P g e
2 (IJCS) Itetol Joul of dvced Comute Scece d lctos Vol. o. 8 8 P g e.jcs.thes.og These e e-tte s follos. () Set The s eeseted s follos. () Hee s ue tgul mt. To eme ths geetg the follog dt hch ll cosst of the dt hch the tsto s mde fom loe d to ue d () () Pmete c e estmted usg lest sue method. Suose ε (5) Whee d mme follog J M J T ε ε (6)  Whch estmted vlue s of s oted s follos. ˆ T T () I the dt gou hch ll cosst of the dt hch the tsto s mde fom loe d to ue d estmted vlue  should e ue tgul mt. If the follog dt hch shft to loe d e dded ol fe euto () d ()  ould cot mute tems the loe t of tgle. B. Sotg d kg e-gg o I geel dt vles m ot e ode s. I tht cse lge d smll vlue le sctteed Â. But e-gg ths e c set ode shftg o. The lge vlue ts e gtheed the ue tgul mt d the smll vlue ts e gtheed the loe tgul mt.   (8) C. Mt stuctue ude the cse skg temedte clss d s sked It s ofte oseved tht some cosumes select the most ue clss d fom the most loe clss d d sk selectg the temedte clss d. We suose v ds (suose the e ld fom ue osto to loe osto s v ). I the ove cse selecto shfts ould e: v v Suose the do ot shft to fom to fom d to fom the Mt stuctue ould e s follos. Shftg o
3 (IJCS) Itetol Joul of dvced Comute Scece d lctos Vol. o. 8 8 P g e.jcs.thes.og v v 55 5 () We cofm ths the umecl emle secto. III. EPSIO OF THE MODEL TO MULTIPLE GEE PODUCTS Edg E.() to multle gee oducts e ot the follog eutos. Fst of ll e stte the geeled model of E.(). () Whee () () Hee If the d selecto s eecuted tods ue clss the ecomes s follos. () Edg ove eutos to oducts of gees e ot the follog eutos. Whee () (5) (6)
4 (IJCS) Itetol Joul of dvced Comute Scece d lctos Vol. o. 8 e-tg E.() s : W W () The the tsto mt s deved s follos the sme th E.(). T T ˆ W W W W (8) W W Hee W () () W ε () ε () If the d selecto s eecuted tods ue clss d the sme gee the tsto mt fo emle ecome ue tgul mt s c e see. Suose s celet s eg d s ecklce. If e ol see e c eme hethe thee s ue d shft. But thee s cse tht d selecto s eecuted tods othe gee oducts. Thee occus d selecto shft fom cet d level of to cet d level of o. Fo emle suose thee e fve levels ech d the levels clude fom ottom to to d level. I tht cse f thee s d selecto shft fom the mddle d level to othe gee oduct e c ot teestg esult emg ho the d selecto shft s eecuted tod the sme level o ue level of othe gee oduct. If e c see the ted of d selecto shft e c foesee the d selecto shft tods othe gee d. etle c utle the esult of ths to mke effectve mketg l. We cofm ths the smle umecl emle 5. et e eme the cse d gous. Mtces e comosed Block Mt. IV. S-STEP FOECSTIG o e see E.() tme sees. Set t tme s : () The E.() c e e-stted s : ().jcs.thes.og 85 P g e
5 (IJCS) Itetol Joul of dvced Comute Scece d lctos Vol. o. 8 Whee suff s tte the loe t of ght hd sde ecuse thee ses multle the euto of foecstg. s -ste foecstg s eecuted the follog euto. s s s s V. UMEICL EMPLE (5) We cosde the cse of. Suose thee e follog custome efeece shfts. Fom the loe level of to mddle o ue level of Fom the loe level of to loe mddle o ue level of Fom the mddle level of to mddle o ue level of Fom the ue level of to ue level of Fom the loe level of to loe mddle o ue level of Fom the mddle level of to mddle o ue level of Fom the ue level of to ue level of d lso suose tht thee e efeece shfts hch st t the sme level. Fo smlct efeece shft of sts t the sme level th d. I these cses e c ssume tht ech lock mt of E.() ecomes s follos. :Dgol mt : :Ue tgul mt o e suose custome efeece shfts s follos.. Jum fom th to d k of : evets. Jum fom th to d k of : evet. Jum fom d to st k of : evets. St t th k of : evets 5. St t d k of : evets 6. St t d k of : evets. St t st k of : evets 8. Jum fom th k of to d k of : evet. Jum fom th k of to d k of : evet. Jum fom d k of to st k of : evet. St t th k of : evets. St t d k of : evets. St t d k of : evet. St t st k of : evets 5. Jum fom th k of to d k of : evets 6. Jum fom d k of to st k of : evets. St t th k of : evets 8. St t d k of : evets. St t d k of : evets. St t st k of : evet. Jum fom th k of to th k of : evets. Jum fom th k of to d k of : evets. Jum fom d k of to d k of : evets. Jum fom st k of to st k of : evet 5. Jum fom st k of to st k of : evet 6. Jum fom d k of to d k of : evets. Jum fom d k of to d k of : evet 8. Jum fom d k of to d k of : evets. Jum fom d k of to st k of : evet The the vecto W W fo cse - fo emle e eessed s follos.. W W. W W Susttutg these to E.(8) e c ot E.(6)..jcs.thes.og 86 P g e
6 (IJCS) Itetol Joul of dvced Comute Scece d lctos Vol. o. 8 8 P g e.jcs.thes.og (6) Wtchg ths e c cofm follog fetues s stted efoe. of E.() ecme s follos. :Dgol mt : :Ue tgul mt Tkg utomole fo emle custome d selecto fom com to B o com to C c e mde cle utlg ove stted method. We c cofm ot ol the efeece shft mog ds ut lso the efeece shft mog comes. Ths eles uldg mketg stteg fo utomole com much ese. VI. COCLUSIO Cosumes ofte u hghe gde d oducts s the e ccustomed o oed to use cuet d oducts the hve. I ths e mt stuctue s clfed he d selecto s eecuted tod hghe gde d. Edg d selecto fom sgle d gou to multle gee d gou e could mke much moe euste d multdmesol lss. d fomulto of eteso to the d gous s eecuted usg Block Mt. s -ste foecst model s lso fomulted. I umecl emle mt stuctue s hothess s vefed coceg d selecto mog multle ds. If e c see the ted of d selecto shft e c foesee the d selecto shft tods othe gee d. etle c utle the esult of ths to mke effectve mketg l. Such esech s
7 uestoe vestgto of cosumes ctvt utomole uchsg should e eecuted the e futue to vef oted esults. EFEECES [] ked. Mgemet Bds Eut Smo & Schuste US. [] KthH. Mketg Scece (I Jese) Toko Uvest Pess 8. [] KthH.Sugt. Cuet movemet of Mketg Scece (I Jese) Oetos esech ; : 8-88 [] Tkhsh. T.Tkhsh Buldg Bd Selecto Model Cosdeg Cosumes olt to Bd (I Jese) J Idustl Mgemet ssocto ; 5(5): - [5] mkh. Qutttve esech Coceg dvetsg d Bd Shft (I Jese) Mketg Scece Chk-Shoo Pulshg 8. [6] TkesuK..Hguch lss of the Pefeece Shft of Custome Bd Selecto mog Multle Gees of utomole d Its Mt Stuctue Joul of Commucto d Comute ; (): - 5 [] TkesuK..Hguch lss of the Pefeece Shft of Custome Bd Selecto Itetol Joul of Comuttol Scece ; (): - (IJCS) Itetol Joul of dvced Comute Scece d lctos Vol. o. 8.jcs.thes.og 88 P g e
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