The study uses individual utility scores deriving from standard Conjoint Analysis as starting point for a Cluster Analysis. The choice of using these individual scores as proxy variables allows to make a comparison with observed variables. In particular, individual scores are obtained from a survey measuring consumers' preferences during the purchase of dry-cured ham. Five different attributes of the dry-cured ham are taken into account. The analysis involved 212 customers living in Lombardy and Emilia-Romagna. Final aim of the study is to compare new clusters with the information directly obtained from the survey
Marletta, A., Mariani, P., Masserini, L. (2017). The use of Conjoint Analysis utility scores as cluster seeds: results based on a dry-cured ham survey. Intervento presentato a: Statistical Methods and Models for Classifying, Choosing and Experimenting Food and Wine 7/9 settembre, Napoli, Italia.
The use of Conjoint Analysis utility scores as cluster seeds: results based on a dry-cured ham survey
MARLETTA, ANDREA
;MARIANI, PAOLO;
2017
Abstract
The study uses individual utility scores deriving from standard Conjoint Analysis as starting point for a Cluster Analysis. The choice of using these individual scores as proxy variables allows to make a comparison with observed variables. In particular, individual scores are obtained from a survey measuring consumers' preferences during the purchase of dry-cured ham. Five different attributes of the dry-cured ham are taken into account. The analysis involved 212 customers living in Lombardy and Emilia-Romagna. Final aim of the study is to compare new clusters with the information directly obtained from the surveyFile | Dimensione | Formato | |
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