Componential Segmentation in the Analysis of Consumer Trade-Offs

Journal of Marketing Vol. 43, No. 4, pp. 83-91

9 Pages Posted: 29 Mar 2016

See all articles by Paul E. Green

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased)

Wayne S. DeSarbo

Pennsylvania State University

Date Written: 1979

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.

Suggested Citation

Green, Paul E. and DeSarbo, Wayne S., Componential Segmentation in the Analysis of Consumer Trade-Offs (1979). Journal of Marketing Vol. 43, No. 4, pp. 83-91, Available at SSRN: https://ssrn.com/abstract=2755716

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased) ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
19
Abstract Views
228
PlumX Metrics