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Please use this identifier to cite or link to this item: http://hdl.handle.net/10112/6925

Title: Discovering association strength among brand loyalties from purchase history
Authors: HAMURO, Yukinobu
KATOH, Naoki
YADA, Katsutoshi
Author's alias: 矢田, 勝俊
Issue Date: Jun-2001
Publisher: IEEE Industrial Electronics Society
Shimei: ISIE 2001 : 2001 IEEE International Symposium on Industrial Electronics Proceedings
Start page: 114
End page: 117
Abstract: Analyzing purchase history of customers enables us to discover valuable knowledge that is helpful for developing effective sales promotion. In this respect, we shall introduce a new notion, association strength among brand loyalties, which is defined for every ordered pair of brands. If the association strength between loyalties of brands A and B is high, it represents that purchase of brand A is highly correlated to that of brand B. Conventional method for discovering associative purchasing is usually applied for one purchase opportunity (one receipt), i.e., it reveals how often two commodities are purchased at the same time. On the other hand, we are interested in discovering relationship among customers’ loyalties to certain brands or manufacturers by investigating long-term purchase history of customers. By computing association strengths from customers’ purchase history of drugstore chain in Japan, we could produce several interesting rules that will be useful for sales promotion planning
Description: ISIE 2001, June 12-16, 2001, Paradise Hotel Pusan, Korea
type: Conference Paper
Rights: (C) 2001 IEEE. Reprinted, with permission, from HAMARO Yukinobu, KATOH Naoki, YADA Katsutoshi, Discovering association strength among brand loyalties from purchase history , 06/2001. This material is posted here with permission of the IEEE. Such permission of the IEEE does not in any way imply IEEE endorsement of any of Kansai University's products or services. Internal or personal use of this material is permitted. However, permission to reprint/republish this material for advertising or promotional purposes or for creating new collective works for resale or redistribution must be obtained from the IEEE by writing to pubs-permissions@ieee.org.
URI: http://hdl.handle.net/10112/6925
ISBN: 0780370902
Text Version: publisher
Appears in Collections:商学部-会議発表論文

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