Estimating Multiple Consumer Segment Ideal Points from Context-Dependent Survey Data

Wayne S. DeSarbo, A. Selin Atalay, David LeBaron and Simon Blanchard

Journal of Consumer Research, 2008, vol. 35, issue 1, 142-153

Abstract: 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..

Date: 2008
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://dx.doi.org/10.1086/529534 link to full text (text/html)
Access to full text is restricted to subscribers.

Related works:
Working Paper: Estimating Multiple Consumer Segment Ideal Points from Context‐Dependent Survey Data (2008)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:35:y:2008:i:1:p:142-153

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().