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

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"

Identiferoai:union.ndltd.org:VIENNA/oai:epub.wu-wien.ac.at:epub-wu-01_1bf
Date January 1999
CreatorsBuchta, Christian
PublisherSFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business
Source SetsWirtschaftsuniversität Wien
LanguageEnglish
Detected LanguageEnglish
TypePaper, NonPeerReviewed
Formatapplication/pdf
Relationhttp://epub.wu.ac.at/934/

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