Estimating Multiple Consumer Segment Ideal Points from Context-Dependent Survey Data
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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:35:y:2008:i:1:p:142-153. 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: (Journals Division)
If references are entirely missing, you can add them using this form.