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Application of the “Defender” Consumer Model

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Author Info

  • John R. Hauser

    (Massachusetts Institute of Technology)

  • Steven P. Gaskin

    (Management Decision Systems Inc.)

Abstract

This paper examines the feasibility, practicality, and predictive ability of the consumer model which was proposed by Hauser and Shugan (Hauser, J. R., S. M. Shugan. 1983. Defensive marketing strategies. (4, Fall) 319–360). We report results in two product categories, each representing over $100 million in annual sales. We develop “per dollar” perceptual maps and empirical consumer “taste” distributions. As a first test of the model, we compare the predictive ability of the consumer model in one category to (1) pretest market laboratory measurement models, (2) traditional perceptual mapping procedures, (3) a hybrid model using price as an attribute, and (4) actual market shares in test market cities. In the second product category, we illustrate the application of the quantitative model to augment managerial judgment. Besides developing an empirical version of the “Defender” consumer model, our analyses raise a number of behavioral hypotheses worth further investigation.

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File URL: http://dx.doi.org/10.1287/mksc.3.4.327
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Bibliographic Info

Article provided by INFORMS in its journal Marketing Science.

Volume (Year): 3 (1984)
Issue (Month): 4 ()
Pages: 327-351

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Handle: RePEc:inm:ormksc:v:3:y:1984:i:4:p:327-351

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Related research

Keywords: defensive strategy; preference measurement; consumer response;

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Cited by:
  1. Cascetta, Ennio & Papola, Andrea, 2009. "Dominance among alternatives in random utility models," Transportation Research Part A: Policy and Practice, Elsevier, vol. 43(2), pages 170-179, February.
  2. Wayne DeSarbo & Donald Lehmann & Gregory Carpenter & Indrajit Sinha, 1996. "A stochastic multidimensional unfolding approach for representing phased decision outcomes," Psychometrika, Springer, vol. 61(3), pages 485-508, September.
  3. Christian Jaag & Helmut Dietl & Urs Trinkner & Oliver Fürst, 2011. "Defending Mail Markets against New Entrants: An Application of the Defender Model," Working Papers 0027, Swiss Economics.
  4. Kostas Axarloglou, 2008. "Product line extensions: causes and effects," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 29(1), pages 9-21.
  5. Wesson, Tom & De Figueiredo, Joao Neiva, 2001. "The importance of focus to market entrants: A study of microbrewery performance," Journal of Business Venturing, Elsevier, vol. 16(4), pages 377-403, July.

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