As commoditization progresses in many industries, in order to get out of that wave, it is important to build brands that exceeds the function of the product. One source of brand building is brand name. The brand name rich in identity and semantics enhances brand equity. The subjects of brand names are broadly classified as corporate brands, product brands, and technology brands into three. However, the corporate brand name cannot be easily changed. In addition, since technology brands cross product brands, they have the potential to contribute to the competitiveness of the entire corporate over product brands. Therefore, in this research, we evaluated the influence of the technology brand name on purchase intention by RCT (Randomized Controlled Trial) for self-driving technology in Japanese automobile industry. As a result, we observed the effect of raising purchase intention by 1.5 times and showed the effectiveness of technology branding.

The development in information technology generates a large amount of purchase history data and store them. It is effective for improving the sales of many retailers by using these data to grasp consumer’s purchasing behavior and to take marketing measures according to it. From the above discussions, we proposed a purchasing behavior analysis model focusing on periodic purchasing behavior and special purchasing behavior at the event even among various consumers’ purchasing behavior. The model is built on the basis of time series model and probabilistic latent class model, we made a consumer’s purchasing behavior focusing on both periodic purchasing behavior and special purchasing behavior at the event. In addition, it showed its usefulness by applying it to actual purchasing data provided by MACROMILL, INC.