Competitive market structures constructed from brand-switching data by fuzzy structural modeling

It is an important problem to obtain competitive market structures from brand-switching data. There are some approaches for obtaining the competitive market structures; for example, Hendry model, PRODEGY model Rao-Sabavala model, etc. However, these models have serious problems for ambiguity in the brand-switching data. In this paper, we propose a novel approach for obtaining competitive market structures from brand switching matrix by fuzzy structural modeling. The main idea of the paper is based on combining the fuzzy structural modeling and the brand-switching data. Application to the drink market structures indicates that the proposed approach has substantial validity.<
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