Estimating multiple consumer segment ideal points from context-dependent survey data
Date
2008Source Title
Journal of Consumer Research
Print ISSN
0093-5301
Electronic ISSN
1537-5277
Publisher
Oxford University Press
Volume
35
Issue
1
Pages
142 - 153
Language
English
Type
ArticleItem Usage Stats
115
views
views
135
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downloads
Abstract
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.