Relative influence of purchase feedback and nonfeedback effects on market share—based on the first order markov brand switching model

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 期刊論文 > Item 987654321/54820

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题名:	Relative influence of purchase feedback and nonfeedback effects on market share—based on the first order markov brand switching model
作者:	Tsao, Hsiu-yuan;Lin, Pei-chun
贡献者:	淡江大學企業管理學系
日期:	2011-07-01
上传时间:	2011-07-21 09:53:33 (UTC+8)
出版者:	New Delhi: Taru Publications
摘要:	This study applies the first order Markov process to examine the relative impact of the purchase feedback and nonfeedback effects on market share. Based on the first order Markov brand switching model, this study applies the least square method to estimate the nonfeedback effect based on historical consumer panel data for market share and loyalty. Applying this approach to data from the consumer panel in the three product categories of adult milk powder, shampoo, and detergent provided by TNS Global Taiwan in 2003, reveals that the influence of the nonfeedback effect on market share exceeds that of the purchase feedback. Restated, for adult milk powder, shampoo, and detergent, consumer brand choice is easily affected by promotional activities such as advertising or price. The impact of the purchase feedback owing to purchase experience of a particular brand (satisfaction and then loyalty) is less than that of the nonfeedback effect.
關聯:	Journal of Information and Optimization Sciences 32(4), pp.799-810
DOI:	10.1080/02522667.2011.10700087
显示于类别:	[企業管理學系暨研究所] 期刊論文

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