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- Title
What Product Benefits to Offer to Whom.
- Authors
Sands, Saul; Warwick, Kenneth
- Abstract
The article presents information on how to use conjoint segmentation, which is described as a combination of conjoint and cluster analysis methods, as an aid in product design. Conjoint segmentation enables a company to optimize the features of a product or product line in order to most efficiently appeal to the widest range of customers. A case study is cited involving a radio company attempting to determine whether it should manufacture radios with or without features such as snooze buttons, wood cases and citizens band or shortwave capabilities. A sample of 600 people between 18 and 55 years of age was presented with 16 possible designs and asked to rank them by preference, and the analysis of this data using the conjoint segmentation method is discussed.
- Subjects
NEW product development; CONJOINT analysis; MARKET segmentation; CLUSTER analysis (Statistics); PRODUCT design; PRODUCT usage segmentation
- Publication
California Management Review, 1981, Vol 24, Issue 1, p69
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41164944