| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 91 === Because of the varieties of customers’ demand, the businesses no longer face a homogeneous market. So the thinking of customized marketing is emphasized. At the same time, the businesses all try their best to understand the customers so that they can maintain long relationship with customers. And the database marketing is a good tool to understand customers.
The thesis uses the transaction database of retailers, and focuses on battery brands. The purpose of the thesis is to present an individualized model which can predict each consumer’s brand choice behavior correctly. And by the model, the retailers and brand managers can get better understanding about customer.
The thesis uses the Hierarchical Bayes Probit model to analyze the choice behaviors. By the theory of HB model, our model incorporates individual information; so our model can generate an estimated individualized utility formula that can predict choice behavior correctly. The thesis also uses the coefficients of the model to analyze the consumers’ brand preference, to proceed the cluster analysis and to construct the competitive map of all brands. With these analyses, the businesses and the brand managers can understand the customers and know the competitive situation of all brands. So they can develop the right marketing strategies which can satisfy the customers.
|
|---|
