行動計量学
Online ISSN : 1880-4705
Print ISSN : 0385-5481
ISSN-L : 0385-5481
26 巻 , 2 号
選択された号の論文の7件中1~7を表示しています
  • 守口 剛
    1999 年 26 巻 2 号 p. 75-77
    発行日: 1999/09/30
    公開日: 2010/06/28
    ジャーナル フリー
  • 中村 博
    1999 年 26 巻 2 号 p. 78-88
    発行日: 1999/09/30
    公開日: 2010/06/28
    ジャーナル フリー
    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.
  • 里村 卓也, 森 雅夫
    1999 年 26 巻 2 号 p. 89-98
    発行日: 1999/09/30
    公開日: 2010/06/28
    ジャーナル フリー
    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.
  • 斉藤 嘉一
    1999 年 26 巻 2 号 p. 99-106
    発行日: 1999/09/30
    公開日: 2010/06/28
    ジャーナル フリー
    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.
  • 守口 剛, 坂巻 英一
    1999 年 26 巻 2 号 p. 107-113
    発行日: 1999/09/30
    公開日: 2010/06/28
    ジャーナル フリー
    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.
  • 山岡 和枝, 林 知己夫
    1999 年 26 巻 2 号 p. 114-124
    発行日: 1999/09/30
    公開日: 2010/06/28
    ジャーナル フリー
    For the aim to clarify problems related to directory/exdirectory phone number(D/E), the result of a random sample survey of the residents in metropolitan area(age: 18-69)by New AOR group in the Advertisement Bureau of Asahi Press was used and the950respondents for the question of D/E were used. With the information on actual state of D/E, the characteristics of persons with D/E were examined. In this study we focused on the problems of D/E and false response and examined the characteristics related to social interests and psychological aspects. The results by the Quantification Method III indicated that social interests of the respon dents were not correlated with their psychological aspects. The characteristics of persons with exdirectory phone number were younger, having lower education, aid-responsibility canon and much interest in mysterious and supernatural phenomenon, etc.. On the other hand, the charac teristics of persons with false response were highly related to psychological aspects.
  • 数土 直紀
    1999 年 26 巻 2 号 p. 125-132
    発行日: 1999/09/30
    公開日: 2010/06/28
    ジャーナル フリー
    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.
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