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A Componential Segmentation Model with Optimal Product Design Features
Author(s) -
Green Paul E.,
Krieger Abba M.,
Zelnio Robert N.
Publication year - 1989
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1989.tb01874.x
Subject(s) - conjoint analysis , segmentation , respondent , market segmentation , computer science , product (mathematics) , context (archaeology) , econometrics , artificial intelligence , mathematics , statistics , marketing , business , preference , geometry , political science , law , paleontology , biology
In componential segmentation the researcher is interested in decomposing survey respondents' evaluations of conjoint‐designed product descriptions into separate contributions; these contributions are due to stimulus attributes, respondent attributes, and/or conjoint‐designed situation attributes. Previous research has employed either scalar product or ANOVA‐like decompositions. The present paper extends earlier research by presenting a procedure for finding optimal market segments for given products, and vice versa. The model is developed in the context of the ANOVA‐type formulation of componential segmentation.