Strategic Use of Preference Stability Information for Product Evaluation

IF 2.4 4区 管理学 Q3 BUSINESS
Erika Hlédik, C. Horváth
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引用次数: 2

Abstract

Preference stability can be a useful and supportive indicator for making strategic and tactical marketing decisions as it can assist short- and longer-term choices regarding product/brand characteristics and attributes. We provide a measurement approach combined with a model for strategic product/brand development decisions and subsequent marketing actions. Managers could use such insights when contrasting different attributes (e.g., design vs. camera of mobile phones) and also when making decisions about characteristics (e.g., different degrees of camera resolution of mobile phones). Such insights shall guide managers on where to invest and on how to leverage consumer preferences more effectively to generate sales for the company. We illustrate the use of our model of preferences and preference stability of product characteristics in three complementary studies (assessing yoghurt, energy drinks, and mobile phones).
偏好稳定性信息在产品评价中的策略性应用
偏好稳定性可以成为做出战略和战术营销决策的有用和支持性指标,因为它可以帮助就产品/品牌特征和属性做出短期和长期选择。我们为战略产品/品牌开发决策和后续营销行动提供了一种衡量方法和模型。管理者在对比不同属性(例如,手机的设计与摄像头)时,以及在决定特性(例如,不同程度的手机摄像头分辨率)时,都可以使用这些见解。这些见解将指导管理者在哪里投资,以及如何更有效地利用消费者偏好为公司创造销售额。我们在三项补充研究(评估酸奶、能量饮料和手机)中说明了我们的偏好和产品特征偏好稳定性模型的使用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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