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Identifying Unmet Demand

40 Pages Posted: 5 Mar 2010  

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

Date Written: February 2010

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.

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

JEL Classification: C11, C25, M31

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: https://ssrn.com/abstract=1564290 or http://dx.doi.org/10.2139/ssrn.1564290

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 )

Fisher Hall 524
2100 Neil Ave
Columbus, OH 43210
United States

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