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Identifying poorly met demand: The impact of product beliefs on attribute importance

Опубликовано на портале: 25-12-2003
Подтип: PhD
Тематические разделы: Менеджмент, Маркетинг

Preference for a brand is determined by expected benefits that accrue from its use. These benefits are a function of both the importance of the underlying demands that drives an individual to the marketplace looking for assistance, and the efficacy of the product offerings available in meeting their demands. For example, a dog owner may look to dog foods for a product offering that gives their dog a shiny coat. If the dog owner feels that dog foods fail in this regard, benefits from using some version of the product will likely be small, despite the possibility that a shiny coat for their dog is of great importance to them. Thus, by concentrating on existing product benefits, marketers lose the ability to identify poorly met demand in the market. This research addresses this void. From a traditional conjoint model, a random effects model is used to relate conjoint part worths to product beliefs. Analysis can then be conducted to determine the extent to which small part worths are associated with product characteristics that are believed to be ineffective, i.e. poorly met. Such an analysis facilitates the distinguishing of characteristics that are not important versus characteristics that are important but not efficacious as reflected in the current product offerings. This analysis is illustrated with the toothpaste product category.