Modeling market scenarios for simulation studies on the joint segmentation and positioning problem

Buchta, Christian (1999) Modeling market scenarios for simulation studies on the joint segmentation and positioning problem. Working Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science", 59. SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business, Vienna.

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Abstract

Mazanec, in Baier and Mazanec (1999), suggests a simulation environment for studying joint segmentation/positioning strategies for brands competing in a product class. The simulation operates on three-way data: consumers rate the set of brands on a set of dimensions, compare their perceptual brand profiles to their preferential profile, and make a choice. In the present paper a modeling framework for generation of such market data is suggested. First models of consumers perceptual/preferential positions are discussed. Second a model linking brand perceptions to consumers is suggested where the degree of perceptual competition between brands is explicitly modeled. Third a model linking consumers perceptions and preferences completes the data model from which a simulation can depart. (author's abstract)

Item Type: Paper
Keywords: Produktpositionierung / Simulation
Divisions: Departments > Informationsverarbeitung u Prozessmanag. > Produktionsmanagement > Taudes
Departments > Finance, Accounting and Statistics > Statistics and Mathematics
Departments > Marketing > Service Marketing und Tourismus
Departments > Informationsverarbeitung u Prozessmanag. > Informationswirtschaft
Depositing User: Repository Administrator
Date Deposited: 06 Mar 2002 14:50
Last Modified: 22 Oct 2019 00:41
URI: https://epub.wu.ac.at/id/eprint/934

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