04_consumer_analysis

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1、CONSUMERANALYSISProfessorAnerSelaConsumerAnalysisNeedelicitationWhatsetoffeaturesRelativeimportance?Brandpreference,Competition,Segmentation,Price,Productimprovement,Marketentry,Opportunityidentification…AnalyticalAttributeweightsandtradeoffsWhatis(more)importanttocustomers?Attrib

2、utes,,,Levels,andWeigghtsChooseanMBAprogramAttributesLevelsRanking:High,Medium,LowCostperyear:$8,000,$24,000,$46,000Classsize:<100,101-250,>250Location:Oncampus,OnlineTime:Regular,Evening,WeekendAttributes,,,Levels,andWeigghtsFrozenPizzaAttributesLevelsSize:8’’,10’’,12’’Toppings:Pepper

3、oni,Veggie,CheeseCrust:Thin,Pan,Hand-Tossed,StuffedPackaging:Biodegradable,Non-BiodegradablePrice:$3.99,$5.49,$6.99WhyygareWeightsImpportant?Impossibletodesigntheperfectproduct:PriceTechnologyMeansdifferentthingstodifferentpeopleWeusuallymaketradeoffsamongattributelevelsTraditionalM

4、odelofAttitudesnAj(Bij)(wi)i1A=overallattitudePerconsumer!j=alternativeji=attributein=thenumberofattributesB=perceivedperformanceofalternativejonattributeIw=weight(importance)ofattributeitotheconsumerFictitiousPainRelieverExample(Let(Letsassumeonly2attributesexist)’sassumeonly2

5、attributesexist)BrandGentlenessEffectivenessPreferenceIFthisinformationisaccurate,Tylenol8420yypoucanpredictconsumerAnacin259responsetoachangeintheExedrin1810attributevalues.Bufferin6517(w=2)(w=1)Consumer2Consumer1BrandGentlenessEffectivenessPreferenceTylenol8420Towhatextentisit?Anacin25

6、17Exedrin1825Bufferin6521(w=1)(w=3)MeasuringgpAttributeImportanceWewant:ValidityReliabilityVarietyofmeasures1.RatingScalesRatingScalesAdvantages:EtdiiEasytoadministterDidDisadvantagesSuggestive,everythingseemsimportant,limitedNoinformationonlevelswithinattribteswithinattributes

7、Isolatedattributes–notradeoffs2.AttributeRankingAttributeRankingAdvantages:EtdiiEasytoadministterForcessomekindoftradeoffDisadvantagesOrdinalscale(noinformationabotdifferences)Ordinalscale(noinformationaboutdifferences)Suggestive,limitedNoinformationonimportanceofl