This empirical research is focusing on how consumers use their internal reference price when they make a brand choice. Past research in grocery store showed that consumers' price knowledge depends on in-store marketing activities like a special price. Author tried to build a price memory based brand choice model and compared with other brand choice models using scanner panel data. As a consequence, the fitness of the price memory based brand choice model is better than the other models. This is because this model considered consumers' price knowledge as a stochastic model and consumers' asymmetric response to price. This empirical research shows that consumers do not change their internal reference price if they buy the brand with normal price. But when they purchase the brand with a reduced price, they will replace their old internal reference price by a new reduced internal reference price. This finding will beuseful for managers when they try to plan price promotions or price settings.
This paper focuses on the dynamics of consumers'consideration sets over a series of purchase occasions and suggests the new model that composes individual-level consideration sets over a series of purchase occasions. Consideration sets are the sets of alternatives from which, in making brand-choice decisions, s/he chooses one, but are not directly observable. We develop a discrete choice model with probabilistic consideration sets, and compose the change of individual-level consideration sets using purchase history data. This estimation approach jointly incorporates the history data of individuals'selected brands and the data of marketing mix. We provide empirical applications of the proposed method using the household level scanner panel data set. The results show that the reason why s/he doesn't buy our brand is whether our brand is included in consideration sets or not, taking into account the marketing mix setting.
Most empirial studies using scanner panel data have not found short-term effects of advertising exposure on brand choice. This study suggest phased model of brand choice which consider brand choice as two stage process(consideration set formation by using disjunctive rule choice by using compensatory rule), and examine short-term effect of advertising on consideration set formation appling the phased model to scanner panel deta. Estimation results show that advartising has short-term effect on consideration set formation.
The purposes of this study are modeling variety-seeking behavior considering choice set and applying the model to the empirical data.We construct a model that accounts for the effects of variety-seeking on consumer brand choice process using the framework of nested logit model. On the model building, we focus relation between consumer variety-seeking behavior and a size of consumer choice set. From empirical study using scanner panel data, we confirm the significance of a variety seeking model considering choice set from view points of accuracy of estimation and understand ing consumer behavior.
Previous studies of status identification in Japan have failed to specify the effect of social status(e. g. educational career, occupational prestige)to status identification. However, this fact does not mean that social status has no effect to status identification. In this paper, I analyze the data of men in1995's Social Stratification and Social Mobility Survey(N=1, 796)using polynomial regression analysis. High educational career has two effects to men's status identification. The one is an effect to raise status identification through marking of high status, and the other is an effect to lower status identification through raising expected level of his occupational prestige. This result suggests that there are complex effects of social status to men's status identification, and it isdificult for ordinary analysis to find out them.