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Using Conjoint Choice Experiments to Model Consumer Choices of Product Component Packages

In: Conjoint Measurement

Author

Listed:
  • Benedict G. C. Dellaert

    (Maastricht University)

  • Aloys W. J. Borgers

    (Eindhoven University of Technology)

  • Jordan J. Louviere

    (University of Sydney)

  • Harry J. P. Timmermans

    (Eindhoven University of Technology)

Abstract

Recent advances in flexibility and automation allow a growing number of manufacturers and service providers to ‘mass-customize’ their products and offer modules from which consumers can create their own individualized products (e.g., Gilmore and Pine 1997). Traditional production processes limit consumer choices to fixed products defined by suppliers, but new mass-customization processes allow consumers to create their own optimal combination of product components. Although mass-customization offers consumers increased flexibility and consumption utility, little is known about how consumer choices to package or bundle separate components differ (if at all) from choices among traditional fixed product options, much less what the impact of packaging product components will be on the market shares of such products or a producer’s overall share in the category.

Suggested Citation

  • Benedict G. C. Dellaert & Aloys W. J. Borgers & Jordan J. Louviere & Harry J. P. Timmermans, 2007. "Using Conjoint Choice Experiments to Model Consumer Choices of Product Component Packages," Springer Books, in: Anders Gustafsson & Andreas Herrmann & Frank Huber (ed.), Conjoint Measurement, edition 0, chapter 14, pages 273-293, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-71404-0_14
    DOI: 10.1007/978-3-540-71404-0_14
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    Cited by:

    1. Oberst, Christian & Harmsen - van Hout, Marjolein J. W., 2017. "Adoption and Cooperation Decisions in Sustainable Energy Infrastructure: Evidence from a Sequential Choice Experiment in Germany," FCN Working Papers 14/2017, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
    2. Neuerburg, Christian & Koschate-Fischer, Nicole & Pescher, Christian, 2021. "Menu-Based Choice Models for Customization: On the Recoverability of Reservation Prices, Model Fit, and Predictive Validity," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 1-14.

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