Trade-Off Analysis of Consumer Values
Open Access
- 1 May 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (2), 121-127
- https://doi.org/10.1177/002224377401100201
Abstract
A method for exploring and quantifying the value systems of consumers through conjoint measurement is described. Since it is concerned with value systems of individual consumers, the method is most appropriate for product categories where consumers’ desires are heterogeneous and where markets are highly segmented.Keywords
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