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Erschienen in:
2014 | OriginalPaper | Buchkapitel
Analysis of Asymmetric Relationships Among Soft Drink Brands
verfasst von : Akinori Okada
Erschienen in: German-Japanese Interchange of Data Analysis Results
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Abstract
Brand switching data among eight soft drink brands were analyzed. The data are represented by an 8 × 8 brand switching matrix. The brand switching matrix is inevitably asymmetric, because the relationship from brand j to brand k is not necessarily equal to the relationship from brand k to brand j. The brand switching matrix was analyzed by asymmetric multidimensional scaling based on singular value decomposition. The four-dimensional result was chosen as the solution. The solution gives the outward tendency, which represents the strength of switching from a corresponding brand to the other brands along each dimension, and the inward tendency, which represents the strength of switching to a corresponding brand from the other brands along each dimension. The solution disclosed that the differences between diet and non-diet brands as well as between cola and lemon-lime brands played important roles in the brand switching.