2012 年 39 巻 1 号 p. 111-126
Brand switching data among 12 margarine brands were analyzed by the asymmetric multidimensional scaling based on the singular value decomposition. A two-dimensional result was adopted as the solution. A configuration based on the left and right singular vectors is given along each dimension. The left singular vector represents an outward tendency of switching from the corresponding brand to the other brands, and the right singular vector represents an inward tendency of being switched to the corresponding brand from the other brands. The configuration along Dimension 1 shows that the three brands with the larger market share compete vigorously with each other. The configuration along Dimension 2 classifies 12 brands into two groups; the brand switching between two groups is small, while that within each group is large.
