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| Tekijä: | Cestre, G. Darmon, R. |
| Otsikko: | Assessing consumer preferences in the context of new product diffusion |
| Lehti: | International Journal of Research in Marketing
1998 : MAY, VOL. 15:2, p. 123-136 |
| Asiasana: | MARKETING RESEARCH CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | The possibility for different types of adopters, along the Rogers (Rogers, E.M., 1962. Diffusion of Innovations. Free Press. New York.) categorization, to display different preference patterns for a product's features, is investigated. Product descriptions containing diffusion-related situational variables, time elapsed since product introduction and level of market penetration, are subjected to conjoint analysis, providing a basis for categorizing individuals prior to purchase and deriving group-specific feature importances. |
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