AN ANALYSIS OF MECHANISM FOR CUSTOMERS' PURCHASE AMOUNT AND NUMBER OF VISITS IN DEPARTMENT STORE

The purpose of this study is to reveal how marketing affects customers’ purchase amount and number of visits in Japanese department stores. We model purchase amounts by using a hierarchical Bayes regression model and number of visits by using a hierarchical Bayes Poisson regression model. Furthermore, we estimate the latent factor behind price as the purchase amount per month with a Type-1 Tobit model and the structural heterogeneity of each customer with a model for variable selection. Direct mail and events are used as marketing measures. The analytical results reveal marketing measures that raise customers’ final purchase amounts.