Analysis of consumer preferences expressed by prioritization chains

In this paper, a novel approach is proposed to analyze and interpret consumer preference data expressed as weak orderings (ie, preference chains) over a set of alternatives. A simple distance metric based on cosine similarity is used to assess the repeatability and reproducibility of consumer preferences. These concepts have been borrowed from metrology and can be usefully adopted to evaluate the meaningfulness of aggregated measures (eg, median preference chain) defined over the preference data set. The proposed approach is fully exploited through a real case study involving a group of consumers expressing their preferences over alternative types of pizza toppings.