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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
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) |
URI: | http://hdl.handle.net/2115/73694 |
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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