An Integrated Approach Toward the Spatial Modeling of Perceived Customer Value

Journal of Marketing Research, Vol. 35, No. 2, pp. 236-249

15 Pages Posted: 11 Jun 2016

See all articles by Indrajit Jay Sinha

Indrajit Jay Sinha

Temple University - Department of Marketing and Supply Chain Management

Wayne S. DeSarbo

Pennsylvania State University

Date Written: May 1998

Abstract

The authors present a new measurement methodology of perceived value, based on latent structure multidimensional scaling, that derives simultaneously the underlying dimensions of the perceived value of various brands and market segment heterogeneity in terms of how such value evaluations are made. This latent structure, ordered probit, multidimensional scaling (MDS) based methodology improves on existing industry techniques of illustrating perceived customer value because it enables researchers to infer the underlying dimensions of perceived value from the data without specifying these a priori, as is common in existing methods. The authors compare the proposed model against more traditional MDS approaches in an empirical illustration involving the perceived value of compact cars. Finally, the authors discuss managerial implications of this technique and provide directions for further research.

Suggested Citation

Sinha, Indrajit Jay and DeSarbo, Wayne S., An Integrated Approach Toward the Spatial Modeling of Perceived Customer Value (May 1998). Journal of Marketing Research, Vol. 35, No. 2, pp. 236-249. Available at SSRN: https://ssrn.com/abstract=2792323

Indrajit Jay Sinha

Temple University - Department of Marketing and Supply Chain Management ( email )

Philadelphia, PA 19122
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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