Abstract
Recently, Arizono proposed an entropy model in order to analyze consumer's brand selection behavior for goods with some attributes. By using this model, we can estimate the market shares. In this paper, we assume that there are the categories of consumers having preference for one brand exclusively, or for some brands. Then, we attempt to extend Arizono's entropy model to the model in order to estimate not only the market shares but also the probabilities of these categories. A method of estimating the relative weights between attributes based on the extended entropy model is also discussed.
