Identifying and interpreting market segments using conjoint analysis

This paper is a comparison between two different methodological approaches to identifying and interpreting market segments in conjoint analysis. One of the methods is segmentation by fuzzy clustering accompanied with a logistic regression of membership values versus consumer attributes. The other approach is based on a mixed model ANOVA of both conjoint and consumer variables simultaneously The two methods are compared on a three attribute conjoint study of margarine. The results from the two methods are very similar from a qualitative point of view. The most important information found is that well educated women separated strongly from men with little education in their purchase intent for products with a high fat content.

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