Componential Segmentation in the Analysis of Consumer Trade-Offs
- 1 September 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 43 (4) , 83-91
- https://doi.org/10.1177/002224297904300410
Abstract
This paper presents and applies a trade-off model that considers consumer preference/choice to be a function of the interaction of product and person attributes, in addition to product attributes alone. Its practical applicability in reducing data collection costs in commercial marketing research studies also is discussed.Keywords
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