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

Journal of Consumer Research, Volume 35, Issue 1, pp. 142 - 153

Georgetown McDonough School of Business Research Paper No. 2795741

Posted: 15 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Selin Atalay

Frankfurt School of Finance and Management

David LeBaron

Independent

Simon J. Blanchard

Georgetown University - Robert Emmett McDonough School of Business

Date Written: June 1, 2008

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.

Keywords: Preferences, Market Segmentation, Cluster Analysis/3-way Scaling, Multi-dimensional Scaling

Suggested Citation

DeSarbo, Wayne S. and Atalay, A. Selin and LeBaron, David and Blanchard, Simon J., Estimating Multiple Consumer Segment Ideal Points from Context-Dependent Survey Data (June 1, 2008). Journal of Consumer Research, Volume 35, Issue 1, pp. 142 - 153, Georgetown McDonough School of Business Research Paper No. 2795741, Available at SSRN: https://ssrn.com/abstract=2795741

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

A. Selin Atalay

Frankfurt School of Finance and Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany
60322 (Fax)

David LeBaron

Independent ( email )

Simon J. Blanchard

Georgetown University - Robert Emmett McDonough School of Business ( email )

3700 O Street, NW
Washington, DC 20057
United States

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