Many products compete on the basis of aesthetic appeal as well as price and brand image. Analysis of consumer reactions to attributes not directly related to a product's functional utility is essential to intelligent decisions about proposed additions to the product line. The author describes a method of deriving market segmentation information from consumer intention to purchase evaluations of a selection of product designs.
Get full access to this article
View all access options for this article.
References
1.
AdamsE. W., FargotR. F., and RobinsonR. E.“A Theory of Appropriate Statistics,”Psychometrika, 30(June 1965), 99–127.
2.
BensonPurnell H.“A Short Method for a Distribution of Consumer Preferences,”Journal of Applied Psychology, 46(October 1962), 307–13.
3.
BiedaJohn C., and KassarjianHarold H.“An Overview of Market Segmentation,”MorinBernard A., ed., Marketing in a Changing World.Chicago: American Marketing Association, 1969, 249–53.
4.
EdwardsA. L.Techniques of Attitude Scale Construction.Englewood Cliffs, New Jersey: Prentice-Hall, Inc.,1957, 19–82.
5.
EdwardsA. L.“The Scaling of Stimuli by the Method of Successive Intervals,”Journal of Applied Psychology, 36(April 1952), 118–22.
6.
KendallM. G.“The Treatment of Ties in Ranking Problems,”Biometrika, 33(1945), 239–51.
7.
MostellerFredrick. “Remarks on the Method of Paired Comparisons: I. Least Squares Solution Assuming Equal Standard Deviations and Equal Correlations,”Psychometrika, 16(March 1951), 3–11.
8.
MostellerFredrick. “Remarks on the Method of Paired Comparisons: III. A Test of Significance Assuming Equal Standard Deviations and Equal Correlations,”Psychometrika, 16(June 1951), 207–18.
9.
NeidellLester A.“Procedures for Obtaining Similarities Data,”Journal of Marketing Research, 9(August 1972), 335–7.
10.
RaoVithala R., and KatzRalph. “Multidimensional Scaling Methods for Large Stimulus Sets,”Journal of Marketing Research, 8(November 1971), 488–94.
11.
ReifRita. “Sheets by Design,”New York Times, February 13, 1977, F1–ff.
12.
ReynoldsWilliam H.“Some Empirical Observations on a Ten-Point Poor-to-Excellent Scale,”Journal of Marketing Research, 3(November 1966), 388–90.
13.
SewallMurphy A.“Nonmetric Unidimensional Scaling of Consumer Preferences for Proposed Product Designs,” in Keith HuntH., ed., Advances in Consumer Research, Vol. 5. Ann Arbor, Michigan: Association for Consumer Research, 1978, 22–5.
14.
ShethJagdish N.“A Review of Buyer Behavior,”Management Science, 13(August 1967), B718–56.
15.
ShethJagdish N.“Demographics in Consumer Behavior,”Journal of Business Research, 5(June 1977), 129–38.
16.
TaylorJames W., HoulahanJohn J., and GabrielAlan C.“The Purchase Intention Question in New Product Development: A Field Test,”Journal of Marketing, 39(January 1975), 90–2.
17.
ThurstoneL. L.“Psychophysical Analysis,”Journal of American Psychology, 38(July 1927), 368–89.
18.
WellsW. D., and TigertD. J.“Activities, Interests, and Opinions,”Journal of Advertising Research, 11(1971), 27–35.
