Optimal product positioning with consideration of negative utility effect on consumer choice rule

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Optimal product positioning with consideration of negative utility effect on consumer choice rule
Abstract: In most studies related to product positioning, probabilistic consumer choice rules assume that a product always gains some market share no matter how small a product's utility value is or even if the utility value is negative. Some researchers have considered this problem in multidimensional-scaling-based model or share-of-surplus choice rule. In this study, we consider this problem for multinomial logit rule by introducing a piecewise function and establishing a conjoint-analysis-based one-step optimization model for product positioning. Interval analysis is applied to obtain the optimal price of the new product from the model, and the mathematical properties of the profit-maximizing model are analyzed. An interval-analysis-embedded Tabu Search (TS) algorithm is developed for solving the model. An industrial application employing the proposed model and the interval-analysis-based enumeration method is presented and sensitivity analysis is performed. An experiment for randomly created large-scale product positioning problems is carried out to evaluate the feasibility of the proposed TS algorithm
Keywords:	Product positioning Consumer choice rule Interval analysis Tabu search
Author(s):	.
Source:	Decision Support Systems 54 (2012) 402–413
Subject:	بازاریابی
Category:	مقاله مجله
Release Date:	2012
No of Pages:	12
Price(Tomans):	0
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