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北海道大学大学院農学研究院邦文紀要 = Memoirs of the Research Faculty of Agriculture, Hokkaido University >
Vol.36 >

ブランド・ロイヤルティと食品工業の市場構造 : 購買履歴データによる無糖茶飲料のマルコフ連鎖モデル分析

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Title: ブランド・ロイヤルティと食品工業の市場構造 : 購買履歴データによる無糖茶飲料のマルコフ連鎖モデル分析
Other Titles: Analysis of Brand Loyalty and Market Structure Regarding Sugar-Free Tea Beverages in Japan Using the Markov Brand-Switching Model with Scan Panel Data
Authors: 家中, 優海1 Browse this author
澤内, 大輔2 Browse this author
赤堀, 弘和3 Browse this author
山本, 康貴4 Browse this author →KAKEN DB
Authors(alt): Ienaka, Yumi1
Sawauchi, Daisuke2
Akahori, Hirokazu3
Yamamoto, Yasutaka4
Issue Date: 28-Mar-2019
Publisher: 北海道大学大学院農学研究院
Journal Title: 北海道大学大学院農学研究院邦文紀要
Journal Title(alt): Memories of the Research Faculty of Agriculture, Hokkaido University
Volume: 36
Start Page: 1
End Page: 9
Abstract: We analyze the brand loyalty of consumers in regard to sugar-free tea beverages in Japan using a Markov brand-switching model. Sugarfree tea beverages are highly preferred by Japanese consumers, and numerous sugar-free tea beverages and brands are available on the market. Using Markov brand-switching probabilities of household panel data of sugar-free tea beverage purchases, we find that the existing brand share remains unchanged in future periods. Our empirical results suggest that consumers' brand loyalty affects the market structure of sugar-free tea beverages in Japan
Type: bulletin (article)
Appears in Collections:北海道大学大学院農学研究院邦文紀要 = Memoirs of the Research Faculty of Agriculture, Hokkaido University > Vol.36

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