The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the development of a marketing strategy for a new product. The elaboration of product profile and marketing objectives, the actual product development and the eventual improvements and repositioning of the product during its active life all require that decisions be made that are coherent with the product's real characteristics, its image and its clientele. One's product can rarely be the best in every respect, and it is even less likely to be perceived as being so, or to succeed equally well among all segments of the given market population.
The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product- related expectancies are three steps central to the development of a marketing strategy for a new product. The elaboration of product profile and marketing objectives, the actual product development and the eventual improvements and repositionings of the product during its active life all require that decisions be made that are coherent with the product's real characteristics, its image and its clientele. One's product can rarely be the best in every respect, and it is even less likely to be perceived as being so, or to succeed equally well among all segments of the given market population. After clearly defining the relevant conceptual terms (importance, attribute, choice), the authors discuss the strengths and weaknesses of the most frequently used methods of measuring attributes importance , qualitative methods, direct questioning in its various forms, the method "Duale", methods based on information seeking (protocols), conjoint measurement, methods based on utility theory, regression techniques and linear programming. They then present a new technique for measuring the importance of subjective attributes. Specific image items are first grouped into image dimensions, or attributes, the correlations between these attributes and buying intention then serving as a measure of the attributes' utility. These utilities can be used to segment the consumer population into subgroups that differ widely in terms of their product-related expectancies and buying intentions. Using an underlying compensatory model, the authors are able to determine the relative roles played by perceptions and utilities in determining brand choice. The approach is first presented with respect to automobile research ; in fact, it was first developed in 1982 in order to define the marketing objectives for the Peugeot 405. An example of an application to consumer goods is also presented.
The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product- related expectancies are three steps central to the development of a marketing strategy for a new product. The elaboration of product profile and marketing objectives, the actual product development and the eventual improvements and repositionings of the product during its active life all require that decisions be made that are coherent with the product's real characteristics, its image and its clientele. One's product can rarely be the best in every respect, and it is even less likely to be perceived as being so, or to succeed equally well among all segments of the given market population. After clearly defining the relevant conceptual terms (importance, attribute, choice), the authors discuss the strengths and weaknesses of the most frequently used methods of measuring attributes importance , qualitative methods, direct questioning in its various forms, the method "Duale", methods based on information seeking (protocols), conjoint measurement, methods based on utility theory, regression techniques and linear programming. They then present a new technique for measuring the importance of subjective attributes. Specific image items are first grouped into image dimensions, or attributes, the correlations between these attributes and buying intention then serving as a measure of the attributes' utility. These utilities can be used to segment the consumer population into subgroups that differ widely in terms of their product-related expectancies and buying intentions. Using an underlying compensatory model, the authors are able to determine the relative roles played by perceptions and utilities in determining brand choice. The approach is first presented with respect to automobile research ; in fact, it was first developed in 1982 in order to define the marketing objectives for the Peugeot 405. An example of an application to consumer goods is also presented.
After six years of utilization of multivariate techniques, we discover that these techniques have brought us along to conceive studies of a more complex structure as well as more clear in their basic assumptions. In this paper, we attempt to analyse the mechanism of that enrichment which appears to be located on different levels both logical and chronological.
After six years of utilization of multivariate techniques, we discover that these techniques have brought us along to conceive studies of a more complex structure as well as more clear in their basic assumptions. In this paper, we attempt to analyse the mechanism of that enrichment which appears to be located on different levels both logical and chronological.
It has become commonplace to note the growing use of sophisticated techniques in processing market research: cluster analysis and segmentation analysis, as well as factor analysis, discriminant analysis, canonical analysis, multivariate analysis of variance and, more recently, multidimensional scaling of perception and preference. Naturally, the results of these different techniques are of more or less satisfactory practical use depending on the degree of skill and acumen of the researcher who uses them. We feel however that disillusions are particularly high in the field which interests us, that which covers the uses of cluster analysis and segment analysis programs. We will attempt here to discern the cause of these disillusions and, if possible, to define a more judicious use of these methods until such time as the statistician perfects them, making them easier for the practician to employ. The analysis of the practical problems encountered in using cluster analysis and segment analysis programs in our company prompted us to sort these difficulties into three classes, which form the structure of my paper. Class 1 comprises the difficulties involved in choosing a method in consideration of the objectives of the research effort. Class II is connected with the methods themselves, and more particularly with the invariance of the results obtained. Class III is connected, we find with a certain ambiguity of the notion of segment as understood by the marketing man on the one hand and the statistician on the other. After dealing with these three classes, I shall conclude by examining a few means now available to get around these difficulties.