著者

山田 浩喜 佐藤 忠彦

出版者

日本行動計量学会

雑誌

行動計量学 (ISSN:03855481)

巻号頁・発行日

vol.47, no.2, pp.161-172, 2020 (Released:2021-04-21)

参考文献数

21

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In this paper, POS data with IDs of drugstores is applied to the analysis method proposed by Govaert & Nadif (2010). By using the Poisson latent block model with snacks purchase history data at drugstores located in the Gifu region, we cluster both the customers and the snacks brands simultaneously, and grasp the snack brand group that the customer group with a high purchase frequency choose. Furthermore, based on the model estimation, we discuss effective marketing measures in drugstores. Although we analyze only snack category, it can be extended to other product categories and is an effective way to summarize Big Data.

著者

山田 浩喜 佐藤 忠彦

出版者

日本行動計量学会

雑誌

行動計量学 (ISSN:03855481)

巻号頁・発行日

vol.43, no.1, pp.53-68, 2016 (Released:2016-09-09)

参考文献数

35

被引用文献数

2 1

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The purpose of this research is to reveal how the marketing mix strategy in the department store influences the customer's shopping trip behavior to the department store. The model represents the mechanism of frequency of coming to the stores with framework of an hierarchical Bayes Poisson regression model. The model includes three explanatory variables: “Store loyalty”, “Direct mail”, and “Events”. These variables are also modeled by functional form with parameters. As a result, we could confirm that direct mail is one of the marketing mix variables that have the most effect on frequency of coming to the store.

著者

山田 浩喜 佐藤 忠彦

出版者

日本行動計量学会

雑誌

行動計量学 (ISSN:03855481)

巻号頁・発行日

vol.49, no.1, pp.83-98, 2022 (Released:2022-11-10)

参考文献数

44

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Drug stores have recently expanded in size and widened available product categories. Efficient store management requires accurate and rapid data analysis and in-depth understanding of customers' purchasing characteristics. In this study, we apply the block clustering method to point-of-sale (POS) data with identifications (IDs) in drug stores in Japan's Gifu region to examine the purchasing characteristics of product categories. Since this method can simultaneously evaluate customers and product categories, it is possible to investigate data more easily and quickly than other analytical methods used for customers and product categories. We construct blocks combining clusters of customer and product categories and identify the customers that stores should prioritize and specific product categories that should bolster marketing measures. This study proposes a method that retailers can employ when considering decisions on marketing activities such as product lineups, sales floor layouts, or pricing strategies.

著者

山田 浩喜 佐藤 忠彦

出版者

日本行動計量学会

雑誌

行動計量学 (ISSN:03855481)

巻号頁・発行日

vol.47, no.1, pp.41-57, 2020 (Released:2020-12-11)

参考文献数

52

被引用文献数

1

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We attempt to clarify the mechanism of the amount of money of purchase by each customer in a department store in Nagoya city using the Bayesian regression model. Specifically, we use two types of explanatory variables, “Direct mail”, and “Events”, to research a relationship between the purchase amount and department store's strategy. Direct mail means the number of mails that the department store uses to inform their customers about new items, privileges of card holders, and storewide events. We also add “frequency coming to the store” as explanatory variables. Additionally, we adopt type-1 Tobit model to presume the optimal value for the dependent variable, if the dependent variable in the regression model is zero. Furthermore, we examine the relation between department strategy and the customer's attributes by incorporating customer's attributes into the hierarchical model.

著者

山田 浩喜 佐藤 忠彦

出版者

日本マーケティング・サイエンス学会

雑誌

マーケティング・サイエンス (ISSN:21874220)

巻号頁・発行日

vol.20, no.1, pp.17-41, 2012 (Released:2013-07-30)

参考文献数

37

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本研究の目的は,消費者の百貨店の小売ミックスに対する期待やパフォーマンス評価が店舗満足に対してどのように影響するかを明らかにすることである。本研究では,それら小売ミックスに対する期待やパフォーマンス評価をその形成メカニズムをもモデル化することにより,モデル内に説明変数として取り込んでいる。提案するモデルは,階層ベイズモデルの枠組みでモデル化し,その推定にはマルコフ連鎖モンテカルロ法を用いた。検証の結果,提案するモデルの有効性が確認できた。また,個別対応型の百貨店マーケティング実務に対して,有効な知見が獲得できている。