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Interrelaciones De Los Atributos Del Producto Y Las Preferencias Intransitivas / Relationship Between Product Attributes And Intransitive Preferences

Listed author(s):
  • Veres, Zoltán


    (Escuela Superior de Estudios Económicos de Budapest (Hungary))

  • Platz, Petra


    (Universidad István Széchenyi (Hungary))

  • Tarján, Tamás


    (Escuela Superior de Estudios Económicos de Budapest (Hungary))

Registered author(s):

    Se suele pensar que las elecciones de los consumidores son racionales. Sin embargo, dichas elecciones son, en ocasiones, intransitivas. El presente estudio muestra un experimento sobre las preferencias intransitivas del consumidor, para el cual, con el fin de que se hicieran valer los aspectos subjetivos, desarrollamos un programa fundamentado en el método Q. En nuestra investigación experimental examinamos la manifestación de la intransitividad en las preferencias de los participantes, en casos de elección de productos simples, medianamente integrales e integrales. Con el método Q obtenemos un número igual de dimensiones de atributos de menor importancia (de nivel medio) para cada uno de los participantes. La tarea de los participantes es realizar una comparación por pares de preferencias entre cada una de las versiones específicas de grupos de productos. Por cuanto el análisis conjoint se fundamenta en la prueba y medición de las preferencias del consumidor, la reconsideración del fenómeno podría influir en la metodología de la investigación de mercados. Nuestra investigación se trata de la prueba de un modelo experimental que, con precisiones ulteriores, podría ser apto para medir con mayor exactitud las preferencias manifiestas. / Consumers are thought to be rational in their choices. But sometimes their choices comprise intransitivities. Current paper presents a mathematically supported experimental study of consumers’ intransitive preferences concerning product attributes. We used a personalized experimental design developed on the basis of Q methodology to maintain subjectivity. In our experimental study we are investigating intransitivity occurring in participants’ preferences during selection between simple, medium complex, and complex products. By the Q method we gain the same number of less important (middle level) attribute dimensions for all participants. The participants’ task is to make pairwise comparisons of preference between specific realizations of each product group. Since conjoint analysis is based on the measurement and testing of consumer preferences, reassessment of the phenomenon may have impact on marketing research methodology. This research is to test an experimental design which—with some adjustment—could be able to measure revealed preferences in a more precise way.

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 20 (2014)
    Issue (Month): 2 ()
    Pages: 102-108

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    Handle: RePEc:idi:jiedee:v:20:y:2014:i:2:p:102-108
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    Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España

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