A Study on Estimating Method of Market Structure and Consumers Behavior

Abstract

The ever-increasing growth in the 20th century which continued for a long time in the second half failed, and the industrial society of Japan has entered the time when tomorrow is obtuse. In order that variances among companies have spread, the meaning in which even the same industry gets to know the tendency of the whole industry has faded. It was over at the time that consists as a corporation if you enforce a similar thing to peer companies. This means the necessity that each company has original tactics and strategics has increased. Therefore, companies have to do development of new products by knowing both consumer needs and choice behavior. For this reason, companies need to collect data widely from consumers and to analyze them scientifically and statistically. Moreover, it is also important to study the theoretical methodology of marketing. In this paper, five models are utilized to understand the market structure and consumer behavior. 1 . Conjoint Analysis 2. Entropy Model and Herniter Model 3 . Conjoint Analysis and Herniter Model 4. Huff Model 5 . Huff Model and Herniter Model The above five models would contribute to new product development, estimate of future market structures and consumers behavior. By such kinds of knowledge, manufactures or companies could have good opportunities to market new products. Finally, the results derived from this thesis are summarized and future studies are described.