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"

A simulation environment for exploring analytical tools and joint segmentation and brand positioning strategies is tailored to comply with the perceptions-based approach to market segmentation. The initial version contains a number of ad hoc segmentation strategies. It also indicates how the strategy agents in a more fully elaborated version may autonomously decide on their selection of target segments and brand profiles. With a reasonably sized parameter set the SIMSEG brands are subject to perceptual dynamics that respect the basic principles of attribute learning through advertising and promotion. SIMSEG is conceived for interfacing with an Artificial Factory simulation background where the consumers' fuzzy perceptions of rivaling brands are translated into physical or functional characteristics. / Series: Working Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science"