Analytische Planung von Produkten im Raum der Produkteigenschaften

Klaus K. L. Brockhoff · Heino K. K. Rehder

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Consumer Market Behavior and Pricing Multi-Criteria Decision Making Product Development and Customization

Abstract

Verschiedene Verfahren der multidimensionalen Skalierung führen zur Darstellung von Produkten und idealen Produktvorstellungen in einem Raum von Produkteigenschaften. Diese Darstellung ist Ausgangspunkt für die Suche nach Marktnischen. Hier werden zwei Optimierungsverfahren zur Lösung dieses Suchproblems dargestellt und diskutiert. Die bisher erkennbaren Einschränkungen des Modellansatzes geben Hinweise für weitere theoretische und empirische Forschung.

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References

1962Testaufbau und Test-analyse 1969Congruence Relationships between Self Images and Product Brands 1968Determinant Buying Attitudes: Meaning and Measurement 1968A Study of the Influence of Image Congruence on Consumer Choice 1968Perception of Self, Generalized Stereotypes, and Brand Selection 1965The Measurement of Cumulative Advertising Effects 1972Testing Distributed Lag Models of Advertising Effect 1972An experimental study of relationships between attitudes, brand preference, and choice

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