Skip to Main content Skip to Navigation
Journal articles

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

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.
Document type :
Journal articles
Complete list of metadatas

https://hal-hec.archives-ouvertes.fr/hal-00458380
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 21, 2010 - 12:24:23 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM

Links full text

Identifiers

Collections

Citation

Selin Atalay, Wayne Desarbo, Simon Blanchard, David Lebaron. Estimating Multiple Consumer Segment Ideal Points from Context‐Dependent Survey Data. The Journal of Consumer Research, 2008, 35 (1), pp.142-153. ⟨10.1086/529534⟩. ⟨hal-00458380⟩

Share

Metrics

Record views

403