Title: Functional measurement in consumer evaluation of market products
Abstract: Understanding which product attributes influence the most consumer evaluation is central in marketing research. In particular, comprehension of niche market has become of fundamental importance to survive in modern open markets. Functional measurement techniques have been shown to be useful in identifying the cognitive rules underlying the integration of different product attributes. Based on this rationale, an analysis on footwear and shoe market was carried out. Potential buyers of a target product were presented with different profiles created by manipulating design, brand and price, and their preferences were recorded. Functional measurement and cluster analysis techniques were employed to identify patterns in cognitive behavior. The knowledge of the processes underlying consumer evaluation of a product is one of the most important goals of marketing research. The proper characterization of the attributes that most influence consumers choice is fundamental in order to design and supply a product that effectively meets their expectations. This appears to be particularly true in the case of niche markets in which industries and companies are required to target specific market segments, often composed by small groups of consumers with similar attitudes or needs, while maximizing the effectiveness of their strategies. Besides of relationships and reputation, indeed, niche markets require positioning, profitability, distinctive competences, small market segments, and adherence to the market concept (Dalgic & Leeuw, 1994). Furthermore, niche markets are getting more and more important to survive in the modern open market: They have been
Publication Year: 2014
Publication Date: 2014-01-01
Language: en
Type: article
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Cited By Count: 1
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