Title :
Competitive market structures constructed from brand-switching data by fuzzy structural modeling
Author :
Nishio, Chizuru ; Shiizuka, Hisao
Author_Institution :
Graduate Sch. of Syst. Manage., Tsukuba Univ., Tokyo, Japan
Abstract :
It is an important problem to obtain competitive market structures from brand-switching data. There are some approaches for obtaining the competitive market structures; for example, Hendry model, PRODEGY model Rao-Sabavala model, etc. However, these models have serious problems for ambiguity in the brand-switching data. In this paper, we propose a novel approach for obtaining competitive market structures from brand switching matrix by fuzzy structural modeling. The main idea of the paper is based on combining the fuzzy structural modeling and the brand-switching data. Application to the drink market structures indicates that the proposed approach has substantial validity
Keywords :
fuzzy set theory; marketing; psychology; brand switching matrix; brand-switching data; competitive market structures; consumer preference; drink market; fuzzy structural modeling; marketing; Advertising; Communications technology; Consumer electronics; Data analysis; Data engineering; Engineering management; Fuzzy systems; Humans; Promotion - marketing;
Conference_Titel :
Fuzzy Systems, 1995. International Joint Conference of the Fourth IEEE International Conference on Fuzzy Systems and The Second International Fuzzy Engineering Symposium., Proceedings of 1995 IEEE Int
Conference_Location :
Yokohama
Print_ISBN :
0-7803-2461-7
DOI :
10.1109/FUZZY.1995.409777
