2013 Fiscal Year Final Research Report
A study on charastaristics of new product adopter and marketing strategies
| Project/Area Number |
24730364
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Nihon University |
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Principal Investigator |
BAN Masataka 日本大学, 経済学部, 准教授 (50507754)
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| Project Period (FY) |
2012-04-01 – 2014-03-31
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| Keywords | 新製品 / マーケティング / クラスタリング / ディリクレ過程混合モデル |
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| Research Abstract |
The purpose of this study is to construct a model for clustering of new product adopters based on the time of new product adoption. More specifically, the hierarchical bayes probit model with a Dirichlet process prior is proposed, where the adopters are classified into clusters ordered in time in terms of similarity of market response. The empirical results using POS data with shopper metrics support the existence of more than one cluster, and the characteristic information of each cluster such as time range obtained from the model provides manegerial insights into the market penetration pricing strategy.
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