In this study, we analyze the effect of TVCM on the consumer purchase behavior by using a questionnaire containing questions about product purchase, purchase intention and media access. This questionnaire is a single source data and have been taken plural times to the same espondents.This study is based on the framework of consumer behavior study, and we divide all respondents into some segments about purchase and intention with respect to their answers. Then, we discuss what consumer or product attributions are related to the effect of TVCM by using statistical models and data mining techniques. Moreover, we point out some promotion strategies for concrete products.
消費者の異質性を考慮したテレビCM効果の分析
3092_0033_04
(1.6MB)
