Journal of Guangdong University of Technology ›› 2021, Vol. 38 ›› Issue (02): 26-33.doi: 10.12052/gdutxb.200143

• Comprehensive Studies • Previous Articles     Next Articles

A Product Competitive Market Structure Analysis Based on Consumer Behavioral Stream

Liu Hong-wei1, Zhan Ming-jun1, Gao Hong-ming1, Zhu Hui2, Liang Zhou-yang1   

  1. 1. School of Management, Guangdong University of Technology, Guangzhou 510520, China;
    2. School of Management, Guangzhou University, Guangzhou 510006, China
  • Received:2020-10-20 Online:2021-03-10 Published:2021-01-13

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Abstract: Consumer feedback is critical to market structure analysis. The determinate interactive behaviors with Bayesian inference are identified and the product-behavior involvement matrix built by examining the data of consumer behavioral stream which reflects the intention of consumers towards products. A K-means clustering algorithm and multidimensional scaling (MDS) method are utilized to segment and visualize the product market. It is found that Consumers’ Click and Tag into favorite set significantly influences the market share of products. The segmentation result reveals the dominant phenomenon of few products in the whole market, as well as the competition intensity among the products not only across brands, but within the same brand. Considering the influence of consumers, analyzing market structure with real-time behavioral feedback enables managers to adjust their market strategies on development or positioning of new and old products.

Key words: product market structure analysis, product competition, Bayesian inference, consumer behavioral stream

CLC Number: 

  • TP391.4F713.8
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