Abstract
A model and procedure are proposed to help design and position products which are characterized by a high level of consistency between product preference and purchase behavior. The procedure is based on utility theoretic concepts for assessing preference and inferring probable behavior. A numerical example is included.
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© 1978 Springer-Verlag Berlin Heidelberg
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Keeney, R.L., Lilien, G.L. (1978). A Utility Model for Product Positioning. In: Zionts, S. (eds) Multiple Criteria Problem Solving. Lecture Notes in Economics and Mathematical Systems, vol 155. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-46368-6_15
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DOI: https://doi.org/10.1007/978-3-642-46368-6_15
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-08661-1
Online ISBN: 978-3-642-46368-6
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