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.