PROBLEM TO BE SOLVED: To enhance reliability of brand selection model into which a purchase reaction curve is integrated.;SOLUTION: A brand selection estimation device 1 generates a selection model for calculating probability that an optional price of a brand article is accepted by customers for each brand included in browsing log data 12 of brand articles, on the basis of cumulative normal distribution taking the maximum price value of the brand articles derived from the log data 12 and sample variance as parameters, and also cumulative normal distribution taking the minimum price value of the brand articles and sample variance as parameters. Then, the device calculates probability that the price is accepted by customers by providing purchase planned prices for the selection model, for each brand in the log data 12, then creates a ranking list 13 indicating identifiers of the respective brands in order of the probability value. Or, the device creates a transition diagram 14 representing correlations between the optional prices and their probability that the prices are accepted by the customers in association with identifiers of the respective brands so that a user can visually recognize the probability.;COPYRIGHT: (C)2013,JPO&INPIT
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