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

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  • Wayne S. DeSarbo
  • A. Selin Atalay
  • David LeBaron
  • Simon J. Blanchard

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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Wayne S. DeSarbo & A. Selin Atalay & David LeBaron & Simon J. Blanchard, 2008. "Estimating Multiple Consumer Segment Ideal Points from Context-Dependent Survey Data," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 142-153, March.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:1:p:142-153
    DOI: 10.1086/529534
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    Cited by:

    1. Junghyun Park & Minki Kim & Pradeep K Chintagunta, 2022. "Mapping Consumers’ Context-Dependent Consumption Preferences: A Multidimensional Unfolding Approach [An Empirical Comparison of Logit Choice Models with Discrete versus Continuous Representations o," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(2), pages 202-228.
    2. Santi, Éverton & Aloise, Daniel & Blanchard, Simon J., 2016. "A model for clustering data from heterogeneous dissimilarities," European Journal of Operational Research, Elsevier, vol. 253(3), pages 659-672.
    3. Minki Kim & Pradeep Chintagunta, 2012. "Investigating brand preferences across social groups and consumption contexts," Quantitative Marketing and Economics (QME), Springer, vol. 10(3), pages 305-333, September.

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