Estimating Multiple Consumer Segment Ideal Points from Context-Dependent Survey Data
Journal of Consumer Research, Volume 35, Issue 1, pp. 142 - 153
Posted: 15 Jun 2016
Date Written: June 1, 2008
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.
Keywords: Preferences, Market Segmentation, Cluster Analysis/3-way Scaling, Multi-dimensional Scaling
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