Assessing consumer preferences in the context of new product diffusion

Article Abstract:

New product-related market studies should base product selection on the combination of both the aggregate and disaggregate approaches. The aggregate method results from innovativeness and by word of mouth. A consumer may choose or buy a specific product because of its newness in the market or because someone may have recommended it. The disaggregate method results from the consumer's behavior and preferences. A consumer may also select or purchase a specific item based on product features and quality.

Product Development, Consumer Behavior, Product management

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Constrained part-worth estimation in conjoint analysis using the self-explicated utility model

Article Abstract:

An alternative technique for enhancing the validity and reliability of consumer preference predictions using conjoint analysis is presented. It requires the collection of self-explicated data which is seen to yield better results than methods that use equal weights and free weights. Furthermore, the accompanying algorithm of the self-explicated utility model appears to be satisfactory. However, self-explicated data is prone to predictive errors which can be minimized by using an average.

Utility theory, Utility functions

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Ecological validation of alternative customer-based brand strength measures

Article Abstract:

Alternative customer-based brand strength measures have been ecologically validated. Intrinsic brand strength was measured in the knowledge, attitude, preference and behavior levels. Results showed that measures based on simple conjoint results have the best potential for practical customer-based brand strength measures.

Brand choice

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