Title |
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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
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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
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Creator |
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ja
家中, 優海
en
Ienaka, Yumi
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ja
澤内, 大輔
en
Sawauchi, Daisuke
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ja
赤堀, 弘和
en
Akahori, Hirokazu
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Accessrights |
open access |
Subject |
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Description |
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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
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Publisher |
ja
北海道大学大学院農学研究院
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Date |
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Language |
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Resource Type |
departmental bulletin paper |
Version Type |
VoR |
Identifier |
HDL
http://hdl.handle.net/2115/73694
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Journal |
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PISSN
1881-8064
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NCID
AA12190860
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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
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Volume Number36
Page Start1
Page End9
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File |
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Oaidate |
2023-07-26 |