Resource title

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

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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) ; Series: Working Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science"

Resource author

Christian Buchta

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en

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application/pdf

Resource resource URL

http://epub.wu.ac.at/934/1/document.pdf

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