A Conjoint-based Product Designing Procedure Incorporating Price Competition |
| |
| Authors: | S. Chan Choi Wayne S. DeSarbo |
| |
| Affiliation: | 1. School of Management, Guangzhou University, China;2. School of Management, Jinan University, China;1. Natural Gas Engineering Department, School of Chemical and Petroleum Engineering, Shiraz University, Molla Sadra Street, Shiraz, 71348-51154, Iran;2. Center for Hydrate Research, Department of Chemical and Biological Engineering, Colorado School of Mines, Golden, CO, 80401, United States;1. Institute of General and Ecological Chemistry, Faculty of Chemistry, Lodz University of Technology ul. Zeromskiego 116, 90-924 Lodz, Poland;2. Institut de Chimie et Procédés pour l’Energie, l’Environnement et la Sante (ICPEES), CNRS, University of Strasbourg 25 rue Becquerel, 67087, Strasbourg, France |
| |
| Abstract: | Conjoint analysis has become a major tool in the process of designing and concept testing consumer packaged goods and industrial products. In most applications, however, product concepts are tested against existing sets of competing brands without considering potential competitive reactions. Although many researchers have recognized the need for models to incorporate competitive reactions, few methodological developments have been published thus far. Instead of what-if analysis, which depends heavily on the managers' intuition about the competitors' reactions, S. Chan Choi and Wayne DeSarbo propose a game theoretic approach that models competing firms' reactions in price. This price reaction model is incorporated in the conjoint simulator for evaluating product concepts against competing brands. They illustrate the methodology using a commercial data set previously collected. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
