The increased availability of individual consumer panel data make market researchers interested in using personalized models. However, consumer preferences change across occasions, because the benefits sought by consumer change. In this paper, a statistical method model using scanner panel data is proposed for mapping products associated with their attributes and ideal points that differ across occasions. An empirical application is made to products in vending machines for illustration. The findings suggest that promotion activity and new product development that are appropriate for each occasion are needed in marketing of vending machines. In addition, there is the difference in importance of attributes between demographic segments.
オケージョン効果を考慮した清涼飲料水カテゴリーのジョイント・スペース・マップ
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