Abstract

http://ssrn.com/abstract=1564290
 
 

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Identifying Unmet Demand


Sandeep R. Chandukala


Indiana University - Kelley School of Business - Department of Marketing

Yancy Edwards


affiliation not provided to SSRN

Greg M. Allenby


Ohio State University (OSU) - Department of Marketing and Logistics

February 2010

Fisher College of Business Working Paper No. 1564290

Abstract:     
Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be available from current offerings. An analysis of consumer wants for these consumers would reveal weak demand for product attributes due to low efficacy, despite the presence of strong latent interest. The challenge in identifying such unmet demand is in distinguishing it from other reasons for weak preference, such as general non-interest in the category and heterogeneous tastes. We propose a model for separating out these effects within the context of conjoint analysis, and demonstrate its value with data from a national survey of toothpaste preferences. Implications for product development and re-formulation are explored.

Number of Pages in PDF File: 40

Keywords: Heterogeneous variable selection, conjoint analysis, Bayesian hierarchical model

JEL Classification: C11, C25, M31

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Date posted: March 5, 2010  

Suggested Citation

Chandukala, Sandeep R. and Edwards, Yancy and Allenby, Greg M., Identifying Unmet Demand (February 2010). Fisher College of Business Working Paper No. 1564290. Available at SSRN: http://ssrn.com/abstract=1564290 or http://dx.doi.org/10.2139/ssrn.1564290

Contact Information

Sandeep R. Chandukala
Indiana University - Kelley School of Business - Department of Marketing ( email )
Kelley School of Business
Bloomington, IN 47405
United States

Yancy Edwards
affiliation not provided to SSRN ( email )
Greg M. Allenby (Contact Author)
Ohio State University (OSU) - Department of Marketing and Logistics ( email )
2100 Neil Avenue
Columbus, OH 43210-1144
United States

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