Identifying and interpreting market segments using conjoint analysis
Publication details
Journal : Food Quality and Preference , vol. 12 , p. 133–143 , 2001
Publisher : Elsevier
International Standard Numbers
:
Printed
:
0950-3293
Electronic
:
1873-6343
Publication type : Academic article
Issue : 2
Links
:
DOI
:
doi.org/10.1016/S0950-3293(00)...
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Kjetil Aune
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Summary
This paper is a comparison between two different methodological approaches to identifying and interpreting market segments in conjoint analysis. One of the methods is segmentation by fuzzy clustering accompanied with a logistic regression of membership values versus consumer attributes. The other approach is based on a mixed model ANOVA of both conjoint and consumer variables simultaneously The two methods are compared on a three attribute conjoint study of margarine. The results from the two methods are very similar from a qualitative point of view. The most important information found is that well educated women separated strongly from men with little education in their purchase intent for products with a high fat content. (C) 2001 Elsevier Science Ltd. All rights reserved.