Estimating Multiple Consumer Segment Ideal Points from Context‐Dependent Survey Data
Previous research in marketing and consumer research has shown that consumers/households often possess multiple ideal points in a given product/service category. In such cases, traditional segmentation and positioning models that estimate a single ideal point per individual/segment may render an ina...
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| Veröffentlicht in: | The Journal of Consumer Research 2008-06, Vol.35 (1), p.142-153 |
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| container_end_page | 153 |
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| container_title | The Journal of Consumer Research |
| container_volume | 35 |
| creator | DeSarbo, Wayne S. Atalay, A. Selin LeBaron, David Blanchard, Simon J. |
| description | Previous research in marketing and consumer research has shown that consumers/households often possess multiple ideal points in a given product/service category. In such cases, traditional segmentation and positioning models that estimate a single ideal point per individual/segment may render an inaccurate portrayal of the true underlying utility functions of such consumers/segments and the resulting market structure. We propose a new clusterwise multiple‐ideal‐point spatial methodology that estimates multiple ideal points at the market segment level while simultaneously determining the market segments’ composition of consumers, as well as the corresponding joint space. |
| doi_str_mv | 10.1086/529534 |
| format | Article |
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| identifier | ISSN: 0093-5301 |
| ispartof | The Journal of Consumer Research, 2008-06, Vol.35 (1), p.142-153 |
| issn | 0093-5301 1537-5277 |
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| source | EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing; Oxford University Press Journals All Titles (1996-Current) |
| subjects | Analgesics Brands Business administration Consumer research Consumers Coordinate systems domain_shs.gestion.mark Estimation methods Humanities and Social Sciences Market segmentation Market segments Modeling Nonprescription drugs Pain Parametric models Spatial models Studies |
| title | Estimating Multiple Consumer Segment Ideal Points from Context‐Dependent Survey Data |
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