Analysis of the preference shift of customer brand selection among multiple genres and its matrix structure

It is often observed that consumers select upper class brand when they buy next time. Suppose that former buying data and current buying data are gathered. Also suppose that upper brand is located upper in the variable array. Then transition matrix becomes upper triangular matrix under the supposition that former buying variables are set input and current buying variables are set output. Takeyasu et al. (2007) analyzed the brand selection and its matrix structure before. In that paper, products of one genre are analyzed. In this paper, brand selection among multiple genres and its matrix structure are analyzed. For example, there is a case that customer selects bracelet or earrings besides selecting upper brand of necklace she already has. Such cases often happen. Analyzing such structure provides useful applications. Unless planner for products does not notice its brand position whether it is upper or lower than other products, matrix structure makes it possible to identify those by calculating consumers´ activities for brand selection. Thus, this proposed approach enables to make effective marketing plan and/or establishing new brand.