The measurement of attribute importance for industrial products

Date of publication: October 1, 1981

Abstract:

Market segmentation is one of these concepts that can also be applied to industrial buying behaviour. In this connection one basically has a choice between either using a priori defined segments or finding the biases of consumer segmentation in a set of response related variables through clustering of respondents. This paper shows the use of conjoint measurement for segmenting an industrial market. The potential is illustrated with a description of research carried out for office furniture.

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