Consumers´ activities for brand selection in the case of jewelry/accessory purchasing

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. There may be also the case that customers select lower brand to seek suitable price when they have chosen higher brand. Then it may compose items of lower triangular matrix. Utilizing jewelry /accessory purchasing history record of on-line shopping over three years, above structure is investigated and confirmed. Some interesting results are obtained. Unless planner for products does not notice its brand position whether it is upper or lower than another products, matrix structure make 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.