Abstract
Asymmetric multidimensional scaling is extended to represent differences among consumers in brand switching. The asymmetric multidimensional scaling, based on the singular value decomposition, represents asymmetric relationships among brands in the brand switching by introducing the outward tendency which corresponds to the left singular vector and the inward tendency which corresponds to the right singular vector. The resulting configuration is represented in a plane spanned by the left and the right singular vectors where each brand is represented as a point. Each dimension (component) has its own plane or a two-dimensional configuration. The asymmetric multidimensional scaling is extended so that each consumer is represented as a point in the plane. The joint configuration of brands and consumers represents how each consumer or a group of consumers relates to brands in the brand switching. The procedure is applied successfully to brand switching data among potato snacks.
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Acknowledgements
The authors would like to express their gratitude to the participants of the ClaDAG2017 Conference at the University of Milano-Bicocca for their comments and remarks. They are deeply grateful to reviewers and editors for their review and comments.
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Okada, A., Tsurumi, H. (2019). Analyzing Consumers’ Behavior in Brand Switching. In: Greselin, F., Deldossi, L., Bagnato, L., Vichi, M. (eds) Statistical Learning of Complex Data. CLADAG 2017. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Cham. https://doi.org/10.1007/978-3-030-21140-0_8
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DOI: https://doi.org/10.1007/978-3-030-21140-0_8
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