Componential Segmentation in the Analysis of Consumer Trade-Offs
Journal of Marketing Vol. 43, No. 4, pp. 83-91
9 Pages Posted: 29 Mar 2016
Date Written: 1979
This paper presents and applies a trade-off model that considers consumer preference/choice to be a function of the interaction of product and person attributes, in addition to product attributes alone. Its practical applicability in reducing data collection costs in commercial marketing research studies also is discussed.
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