Effects of End-Aisle Display and Flier on the Brand-Switching of Instant Coffee
Brand-switching data among instant coffee brands were analyzed by a non-metric asymmetric multidimensional scaling (Okada and Imaizumi, 1987) to identify effects of the end-aisle display and of the flier. Two-dimensional solutions show that the end-aisle display of the brand is in general not effective to induce switching to the brand and is vulnerable against switching to other brands, and that for some brands the flier of the brand is effective to induce switching from similar brands to the brand and is defensive against switching to other brands, but that for some brands the flier is not effective to induce switching to the brand and is vulnerable against switching to similar brands.
KeywordsMultidimensional Scaling Nonmetric Multidimensional Scaling Instant Coffee Switching Matrix Brand Switching
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