Market Segmentation with Choice-Based Conjoint Analysis
Marketing Letters, Volume 6, Issue 2, pp 137-147
Posted: 8 Jun 2016
Date Written: March 1995
Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical practice is to estimate choice-based conjoint models at the aggregate level, given insufficient data for individual-level estimation of part-worths. We discuss a method for market segmentation with choice-based conjoint models. This method determines the number of market segments, the size of each market segment, and the values of segment-level conjoint part-worths using commonly collected conjoint choice data. A major advantage of the proposed method is that current (incomplete) data collection approaches for choice-based conjoint analysis can still be used for market segmentation without having to collect additional data. We illustrate the proposed method using commercial conjoint choice data gathered in a new concept test for a major consumer packaged goods company. We also compare the proposed method with ana priori segmentation approach based on individual choice frequencies.
Keywords: Choice experiments, conjoint analysis, market segmentation
Suggested Citation: Suggested Citation