Detecting Buyer Preferences to Guide Product Development and Advertising |
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Authors: | Samuel Rabino Howard Moskowitz |
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Abstract: | If you could tell which product characteristics consumers would prefer, product development could be targeted sharply and positioning the product competitively could be done with more confidence. This article describes one approach by which a relatively large set of test products is evaluated by consumers in order to identify the most acceptable combination of product attributes. Identification of this combination provides the product developer with guidelines as to which test product should be selected for subsequent introduction. The focus is on the discovery of discernible attributes of a product in a fragmented category to support the advertising claim. |
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Keywords: | Address Correspondence to Professor Samuel Rabino Graduate School of Business Administration Northeastern University 360 Huntington Ave Boston MA 02115 |
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