Identifying Unmet Demand
Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be ava...
Gespeichert in:
| Veröffentlicht in: | Marketing science (Providence, R.I.) R.I.), 2011-01, Vol.30 (1), p.61-73 |
|---|---|
| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 73 |
|---|---|
| container_issue | 1 |
| container_start_page | 61 |
| container_title | Marketing science (Providence, R.I.) |
| container_volume | 30 |
| creator | Chandukala, Sandeep R. Edwards, Yancy D. Allenby, Greg M. |
| description | Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be available from current offerings. An analysis of consumer wants for these consumers would reveal weak demand for product attributes resulting from low efficacy, despite the presence of strong latent interest. The challenge in identifying such unmet demand is in distinguishing it from other reasons for weak preference, such as general noninterest in the category and heterogeneous tastes. We propose a model for separating out these effects within the context of conjoint analysis, and we demonstrate its value with data from a national survey of toothpaste preferences. Implications for product development and reformulation are explored. |
| doi_str_mv | 10.1287/mksc.1100.0589 |
| format | Article |
| fullrecord | <record><control><sourceid>gale_jstor</sourceid><recordid>TN_cdi_gale_infotracgeneralonefile_A249604931</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><galeid>A249604931</galeid><jstor_id>23012322</jstor_id><sourcerecordid>A249604931</sourcerecordid><originalsourceid>FETCH-LOGICAL-c651t-b0e904b8982bb32815e494b1cfe0c894fe257fc452c63ec8f8f04a1208c47bd3</originalsourceid><addsrcrecordid>eNqFkUuLFDEUhQtRsB3dihth0IUbq715VSXLYXQeMOBmBHchlb6pSVtJtUnVQP97U7aMDxok3FwI3zm5yamqlwTWhMr2Q_iW7ZoQgDUIqR5VKyJoUwsuvz6uVtAyWlOm1NPqWc5bAGgpyFX16nqDcfJu72N_-iUGnE4_YjBx87x64syQ8cWvflLdXny6Pb-qbz5fXp-f3dS2EWSqO0AFvJNK0q5jVBKBXPGOWIdgpeIOqWid5YLahqGVTjrghpS7LW-7DTup3h1sd2n8PmOedPDZ4jCYiOOctWyEoIIDLeSbf8jtOKdYZtNSCEkYbxfo7QHqzYDaRzdOydjFUp9RrhrgipFC1UeoHiMmM4wRnS_Hf_HrI3xZGwzeHhW8_0PQzdlHzGXLvr-bcm_mnI_62zTmnNDpXfLBpL0moJds9ZKtXrLVS7ZFcHUQJNyhfaB9DGP6id5rZhiUbV-KAiGl-VJL35VqiG6ZvptCsXp9sNrmaUwPVpQBoYzS33-1PDuF_L_RfgDfzsPN</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>855813472</pqid></control><display><type>article</type><title>Identifying Unmet Demand</title><source>RePEc</source><source>INFORMS PubsOnLine</source><source>EBSCOhost Business Source Complete</source><source>JSTOR Archive Collection A-Z Listing</source><creator>Chandukala, Sandeep R. ; Edwards, Yancy D. ; Allenby, Greg M.</creator><creatorcontrib>Chandukala, Sandeep R. ; Edwards, Yancy D. ; Allenby, Greg M.</creatorcontrib><description>Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be available from current offerings. An analysis of consumer wants for these consumers would reveal weak demand for product attributes resulting from low efficacy, despite the presence of strong latent interest. The challenge in identifying such unmet demand is in distinguishing it from other reasons for weak preference, such as general noninterest in the category and heterogeneous tastes. We propose a model for separating out these effects within the context of conjoint analysis, and we demonstrate its value with data from a national survey of toothpaste preferences. Implications for product development and reformulation are explored.</description><identifier>ISSN: 0732-2399</identifier><identifier>EISSN: 1526-548X</identifier><identifier>DOI: 10.1287/mksc.1100.0589</identifier><identifier>CODEN: MARSE5</identifier><language>eng</language><publisher>Linthicum: INFORMS</publisher><subject>Analysis ; Bayesian analysis ; Bayesian hierarchical model ; Brand preferences ; Brands ; Coefficients ; Conjoint analysis ; Consumer behaviour ; Consumer preferences ; Consumers ; Demand (Economics) ; Employer provided health insurance ; Gustation ; heterogeneous variable selection ; Management science ; Marketing ; Modeling ; Motivation ; Multilevel analysis ; Operations research ; Parametric models ; Preferences ; Product development ; Purchase intention ; Studies ; Survey analysis ; Teeth ; Tooth enamel ; Toothpaste ; unmet demand</subject><ispartof>Marketing science (Providence, R.I.), 2011-01, Vol.30 (1), p.61-73</ispartof><rights>2011 INFORMS</rights><rights>COPYRIGHT 2011 Institute for Operations Research and the Management Sciences</rights><rights>Copyright Institute for Operations Research and the Management Sciences Jan/Feb 2011</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c651t-b0e904b8982bb32815e494b1cfe0c894fe257fc452c63ec8f8f04a1208c47bd3</citedby><cites>FETCH-LOGICAL-c651t-b0e904b8982bb32815e494b1cfe0c894fe257fc452c63ec8f8f04a1208c47bd3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.jstor.org/stable/pdf/23012322$$EPDF$$P50$$Gjstor$$H</linktopdf><linktohtml>$$Uhttps://pubsonline.informs.org/doi/full/10.1287/mksc.1100.0589$$EHTML$$P50$$Ginforms$$H</linktohtml><link.rule.ids>314,780,784,803,3692,4008,4024,27923,27924,27925,58017,58250,62616</link.rule.ids><backlink>$$Uhttp://econpapers.repec.org/article/inmormksc/v_3a30_3ay_3a2011_3ai_3a1_3ap_3a61-73.htm$$DView record in RePEc$$Hfree_for_read</backlink></links><search><creatorcontrib>Chandukala, Sandeep R.</creatorcontrib><creatorcontrib>Edwards, Yancy D.</creatorcontrib><creatorcontrib>Allenby, Greg M.</creatorcontrib><title>Identifying Unmet Demand</title><title>Marketing science (Providence, R.I.)</title><description>Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be available from current offerings. An analysis of consumer wants for these consumers would reveal weak demand for product attributes resulting from low efficacy, despite the presence of strong latent interest. The challenge in identifying such unmet demand is in distinguishing it from other reasons for weak preference, such as general noninterest in the category and heterogeneous tastes. We propose a model for separating out these effects within the context of conjoint analysis, and we demonstrate its value with data from a national survey of toothpaste preferences. Implications for product development and reformulation are explored.</description><subject>Analysis</subject><subject>Bayesian analysis</subject><subject>Bayesian hierarchical model</subject><subject>Brand preferences</subject><subject>Brands</subject><subject>Coefficients</subject><subject>Conjoint analysis</subject><subject>Consumer behaviour</subject><subject>Consumer preferences</subject><subject>Consumers</subject><subject>Demand (Economics)</subject><subject>Employer provided health insurance</subject><subject>Gustation</subject><subject>heterogeneous variable selection</subject><subject>Management science</subject><subject>Marketing</subject><subject>Modeling</subject><subject>Motivation</subject><subject>Multilevel analysis</subject><subject>Operations research</subject><subject>Parametric models</subject><subject>Preferences</subject><subject>Product development</subject><subject>Purchase intention</subject><subject>Studies</subject><subject>Survey analysis</subject><subject>Teeth</subject><subject>Tooth enamel</subject><subject>Toothpaste</subject><subject>unmet demand</subject><issn>0732-2399</issn><issn>1526-548X</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2011</creationdate><recordtype>article</recordtype><sourceid>X2L</sourceid><sourceid>N95</sourceid><recordid>eNqFkUuLFDEUhQtRsB3dihth0IUbq715VSXLYXQeMOBmBHchlb6pSVtJtUnVQP97U7aMDxok3FwI3zm5yamqlwTWhMr2Q_iW7ZoQgDUIqR5VKyJoUwsuvz6uVtAyWlOm1NPqWc5bAGgpyFX16nqDcfJu72N_-iUGnE4_YjBx87x64syQ8cWvflLdXny6Pb-qbz5fXp-f3dS2EWSqO0AFvJNK0q5jVBKBXPGOWIdgpeIOqWid5YLahqGVTjrghpS7LW-7DTup3h1sd2n8PmOedPDZ4jCYiOOctWyEoIIDLeSbf8jtOKdYZtNSCEkYbxfo7QHqzYDaRzdOydjFUp9RrhrgipFC1UeoHiMmM4wRnS_Hf_HrI3xZGwzeHhW8_0PQzdlHzGXLvr-bcm_mnI_62zTmnNDpXfLBpL0moJds9ZKtXrLVS7ZFcHUQJNyhfaB9DGP6id5rZhiUbV-KAiGl-VJL35VqiG6ZvptCsXp9sNrmaUwPVpQBoYzS33-1PDuF_L_RfgDfzsPN</recordid><startdate>201101</startdate><enddate>201101</enddate><creator>Chandukala, Sandeep R.</creator><creator>Edwards, Yancy D.</creator><creator>Allenby, Greg M.</creator><general>INFORMS</general><general>Institute for Operations Research and the Management Sciences (INFORMS)</general><general>Institute for Operations Research and the Management Sciences</general><scope>DKI</scope><scope>X2L</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>N95</scope><scope>XI7</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope></search><sort><creationdate>201101</creationdate><title>Identifying Unmet Demand</title><author>Chandukala, Sandeep R. ; Edwards, Yancy D. ; Allenby, Greg M.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c651t-b0e904b8982bb32815e494b1cfe0c894fe257fc452c63ec8f8f04a1208c47bd3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2011</creationdate><topic>Analysis</topic><topic>Bayesian analysis</topic><topic>Bayesian hierarchical model</topic><topic>Brand preferences</topic><topic>Brands</topic><topic>Coefficients</topic><topic>Conjoint analysis</topic><topic>Consumer behaviour</topic><topic>Consumer preferences</topic><topic>Consumers</topic><topic>Demand (Economics)</topic><topic>Employer provided health insurance</topic><topic>Gustation</topic><topic>heterogeneous variable selection</topic><topic>Management science</topic><topic>Marketing</topic><topic>Modeling</topic><topic>Motivation</topic><topic>Multilevel analysis</topic><topic>Operations research</topic><topic>Parametric models</topic><topic>Preferences</topic><topic>Product development</topic><topic>Purchase intention</topic><topic>Studies</topic><topic>Survey analysis</topic><topic>Teeth</topic><topic>Tooth enamel</topic><topic>Toothpaste</topic><topic>unmet demand</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Chandukala, Sandeep R.</creatorcontrib><creatorcontrib>Edwards, Yancy D.</creatorcontrib><creatorcontrib>Allenby, Greg M.</creatorcontrib><collection>RePEc IDEAS</collection><collection>RePEc</collection><collection>CrossRef</collection><collection>Gale Business: Insights</collection><collection>Business Insights: Essentials</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><jtitle>Marketing science (Providence, R.I.)</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Chandukala, Sandeep R.</au><au>Edwards, Yancy D.</au><au>Allenby, Greg M.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Identifying Unmet Demand</atitle><jtitle>Marketing science (Providence, R.I.)</jtitle><date>2011-01</date><risdate>2011</risdate><volume>30</volume><issue>1</issue><spage>61</spage><epage>73</epage><pages>61-73</pages><issn>0732-2399</issn><eissn>1526-548X</eissn><coden>MARSE5</coden><abstract>Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be available from current offerings. An analysis of consumer wants for these consumers would reveal weak demand for product attributes resulting from low efficacy, despite the presence of strong latent interest. The challenge in identifying such unmet demand is in distinguishing it from other reasons for weak preference, such as general noninterest in the category and heterogeneous tastes. We propose a model for separating out these effects within the context of conjoint analysis, and we demonstrate its value with data from a national survey of toothpaste preferences. Implications for product development and reformulation are explored.</abstract><cop>Linthicum</cop><pub>INFORMS</pub><doi>10.1287/mksc.1100.0589</doi><tpages>13</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0732-2399 |
| ispartof | Marketing science (Providence, R.I.), 2011-01, Vol.30 (1), p.61-73 |
| issn | 0732-2399 1526-548X |
| language | eng |
| recordid | cdi_gale_infotracgeneralonefile_A249604931 |
| source | RePEc; INFORMS PubsOnLine; EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Analysis Bayesian analysis Bayesian hierarchical model Brand preferences Brands Coefficients Conjoint analysis Consumer behaviour Consumer preferences Consumers Demand (Economics) Employer provided health insurance Gustation heterogeneous variable selection Management science Marketing Modeling Motivation Multilevel analysis Operations research Parametric models Preferences Product development Purchase intention Studies Survey analysis Teeth Tooth enamel Toothpaste unmet demand |
| title | Identifying Unmet Demand |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2024-12-23T04%3A15%3A37IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-gale_jstor&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Identifying%20Unmet%20Demand&rft.jtitle=Marketing%20science%20(Providence,%20R.I.)&rft.au=Chandukala,%20Sandeep%20R.&rft.date=2011-01&rft.volume=30&rft.issue=1&rft.spage=61&rft.epage=73&rft.pages=61-73&rft.issn=0732-2399&rft.eissn=1526-548X&rft.coden=MARSE5&rft_id=info:doi/10.1287/mksc.1100.0589&rft_dat=%3Cgale_jstor%3EA249604931%3C/gale_jstor%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=855813472&rft_id=info:pmid/&rft_galeid=A249604931&rft_jstor_id=23012322&rfr_iscdi=true |