Publication Type

Journal Article

Publication Date

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

Included in

Marketing Commons

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