Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price
An important component of marketing strategy is to "position" a product in perceptual space. But to realize a perceptual position we must model the link from physical characteristics to perceptual dimensions and we must use this model to maximize profit. This paper integrates psychological theories on how consumers process information with economic models and psychometric measurement, and it develops a theory for selecting physical features and price to achieve a profit maximizing perceptual position. The theory begins with a Lancaster-like transformation from goods space to characteristics space and investigates the implications of a mapping to a third space, perceptual space. We show that all products efficient in perceptual space must be efficient in characteristics space but not conversely. But consumers vary in their preference and the way they perceive products. Thus we introduce distributional components to the theory and derive both geometric and analytic methods to incorporate this consumer heterogeneity. Next, we investigate costs and derive a perceptual expansion path along which a profit maximizing position must exist. Conjoint analysis and quantal choice models provide the measurements to implement the theory. The theory is illustrated with a hypothetical example from the analgesics market and some of the potential psychometric measurements are illustrated with an empirical application in the communications market.
Volume (Year): 27 (1981)
Issue (Month): 1 (January)
|Contact details of provider:|| Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA|
Web page: http://www.informs.org/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:27:y:1981:i:1:p:33-56. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.