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Title
  • ja 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
  • en Analysis of Brand Loyalty and Market Structure Regarding Sugar-Free Tea Beverages in Japan Using the Markov Brand-Switching Model with Scan Panel Data
Creator
    • ja 家中, 優海 en Ienaka, Yumi
    • ja 澤内, 大輔 en Sawauchi, Daisuke
    • ja 赤堀, 弘和 en Akahori, Hirokazu
Accessrights open access
Subject
  • NDC 610
Description
  • Abstract en 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
Publisher ja 北海道大学大学院農学研究院
Date
    Issued2019-03-28
Language
  • jpn
Resource Type departmental bulletin paper
Version Type VoR
Identifier HDL http://hdl.handle.net/2115/73694
Journal
    • PISSN 1881-8064
    • NCID AA12190860
      • ja 北海道大学大学院農学研究院邦文紀要 en Memories of the Research Faculty of Agriculture, Hokkaido University
      • Volume Number36 Page Start1 Page End9
File
Oaidate 2023-07-26