Publication Type
Journal Article
Version
publishedVersion
Publication Date
3-1984
Abstract
A framework for market analysis based on customer perceptions of substitutability-in-use is presented. An empirical application in the financial/banking services market is used to illustrate that when product preferences are dependent on the use/consumption context (especially relevant when products have multiple uses), situational variables can help predictive ability, and hierarchical clusters (requiring exclusive group membership) may be misleading. Additionally, it is shown that interactions among situation, product, and person factors may be more managerially meaningful than the main effects.
Discipline
Marketing
Research Areas
Marketing
Publication
Journal of Marketing
Volume
48
Issue
2
First Page
32
Last Page
45
ISSN
0022-2429
Identifier
10.2307/1251212
Embargo Period
10-9-2014
Citation
SRIVASTAVA, Rajendra K.; ALPERT, Mark I.; and SHOCKER, Allan D..
A Customer-Oriented Approach for Determining Market Structures. (1984). Journal of Marketing. 48, (2), 32-45.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4129
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