@techreport{882cd05f88ab4b7da0156d943d546073,
title = "Modeling market scenarios for simulation studies on the joint segmentation and positioning problem",
abstract = "Mazanec, in Baier and Mazanec (1999), suggests a simulation environment for studying joint segmentation/positioning strategies for brands competing in a product class. The simulation operates on three-way data: consumers rate the set of brands on a set of dimensions, compare their perceptual brand profiles to their preferential profile, and make a choice. In the present paper a modeling framework for generation of such market data is suggested. First models of consumers perceptual/preferential positions are discussed. Second a model linking brand perceptions to consumers is suggested where the degree of perceptual competition between brands is explicitly modeled. Third a model linking consumers perceptions and preferences completes the data model from which a simulation can depart. (author's abstract)",
author = "Christian Buchta",
year = "1999",
doi = "10.57938/882cd05f-88ab-4b7d-a015-6d943d546073",
language = "English",
series = "Working Papers SFB {"}Adaptive Information Systems and Modelling in Economics and Management Science{"}",
number = "59",
publisher = "SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business",
edition = "September 1999",
type = "WorkingPaper",
institution = "SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business",
}