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Customer judgements

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Customer Judgements

1. Judged over Semiralities -measures between pairs of products or brands, and it can be used to create geometric representations in multidimensional spaced called "perceptual maps".

2. Simirality within Consideration set- it is an approach developed by Bourgeois, Haines and Sommers (1979) that asks customers to take large set of products and divide them into groups of items that can be substituted for one another.

3. Product Deletion - an interesting approach to define competition based on customer reaction to product unavailability (Urban, Johnson and Hauser, 1984).

4. Substitution in use - estimates degree of competitiveness through judged similarities of products in usage context (Stefflre, 1972, Ratneshwar and Shocker, 1991).

Reference no: EM133416254

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