Evaluation of Positioning Effectiveness Based on the Preference and Similarity Data Derived from Consumers' Choice from Different Choice Sets

선택집합의 변화를 통하여 도출된 선호도 및 유사성 정보를 활용한 포지셔닝 우위 평가

  • 원지성 (동덕여자대학교 경영학과)
  • Received : 2011.01.11
  • Accepted : 2011.02.21
  • Published : 2011.03.31

Abstract

Not only the preference data but also the similarity data can be used for developing effective marketing strategies. Hahn et al.[10] proposes a methodology of representing a brand(focal brand)'s competitors in a single map called the Preference-Similarity Map, according to their relative preference to and similarity with the focal brand. They also proposes a way to derive the relative preference and similarity values from the survey collecting the choice data from differing choice sets. This study identifies the limitations of the preference and similarity measures proposed by Hahn et al.[10] and shows how these measures can be revised. This study also proposes how to implement the revised measures and analyze brands' positioning strategies. Based on the results of the previous studies on the effect of inter brand similarity on brand evaluations, this study assumes that it is important to analyze how much a specific brand is preferred to its close competitors when evaluating the effectiveness of the brand's positioning in the market. This study applies the proposed measures to the data used in Hahn et al.[10] and also show how the proposed measures are related to the parameters of the choice model proposed by Batsell and Polking[1].

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