Predicting the Amount of Purchase by a Procedure Using Multidimensional Scaling: An Application to Scanner Data on Beer

  • A. Okada
  • A. Miyauchi
Conference paper
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)

Abstract

A predicting procedure based on two multidimensional scaling methods, INDSCAL and PREFMAP, was applied to scanner data on a brand of beer and its competitive brands at a supermarket. The data, collected at the supermarket during the first 13 weeks after the introduction of the brand, were analyzed by the procedure to predict the amount of purchase of that brand and the competitive brands from weeks 14 to 39. The predicted market share of the brand in the category of beer between weeks 27 to 39 at the supermarket was close to the actual figure.

Keywords

Marketing 

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References

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Copyright information

© Springer-Verlag Berlin · Heidelberg 1998

Authors and Affiliations

  • A. Okada
    • 1
  • A. Miyauchi
    • 1
  1. 1.Department of Industrial Relations, School of Social RelationsRikkyo (St. Paul’s) UniversityToshima-ku, Tokyo 171Japan

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