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- Title
COMPONENTIAL SEGMENTATION IN THE ANALYSIS OF CONSUMER TRADE-OFFS.
- Authors
Green, Paul E.; Desarbo, Wayne S.
- Abstract
This paper presents and applies a trade-off model that considers consumer preference/choice to be a function of the interaction of product and person attributes, in addition to product attributes alone. Its practical applicability in reducing data collection costs in commercial marketing research studies also is discussed.
- Subjects
CONJOINT analysis; MARKETING research; INDUSTRIAL research; CONSUMER behavior; RESEARCH costs; MARKETING strategy; MARKETING management; CONSUMER attitudes; MARKETING; CONSUMER preferences
- Publication
Journal of Marketing, 1979, Vol 43, Issue 4, p83
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250274