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| Author: | Bachelet, D. Lion, J. |
| Title: | Une methode d'evolution de l'importance des attributs percus appliquee au developpement et au positionnement des nouveaux produits. |
| Journal: | Revue Francaise du Marketing
1988 : SEP-OCT, 119, p. 5-26 |
| Index terms: | PRODUCT POLICY CONSUMER BEHAVIOUR NEW PRODUCTS CAR INDUSTRY |
| Language: | fre |
| Abstract: | The measurement problem of the importance of product characteristics is examined. The notions of "importance", "attribute", and "consumer choice" are defined and their roles in marketing are highlighted. Some existing methods of importance evaluation are overviewed: qualitative methods, interviews, methods of information science, the "trade-off" method, methods based on utility theories, regressions between choices and attributes, comparison of preferences. A new method is also described which gives weights to the perceived attributes and calculates global utility from them. Guidelines are offered to show how this method can be used for development and positioning new products. |
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