A Customer-Oriented Approach for Determining Market Structures

Srivastava, R K and Alpert, M I and Shocker, A D (1984) A Customer-Oriented Approach for Determining Market Structures. Journal of Marketing, 48. pp. 32-45.

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A framework for market analysis based on customer perceptions of substitutability-in-use is presented. An empirical application in the financial/banking services market is used to illustrate that when product preferences are dependent on the use/consumption context (especially relevant when products have multiple uses), situational variables can help predictive ability, and hierarchical clusters (requiring exclusive group membership) may be misleading. Additionally, it is shown that interactions among situation, product, and person factors may be more managerially meaningful than the main effects.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Srivastava, R K
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Institute for Constructive Capitalism LaQuinta Motor Inns, Inc.
Uncontrolled Keywords: Customer-Oriented Approach, Marketing, Market Structure, Customer Perceptions, Products
Subjects: Marketing
Depositing User: Mohan Dass
Date Deposited: 20 Apr 2019 06:53
Last Modified: 22 Apr 2019 06:43
URI: http://eprints.exchange.isb.edu/id/eprint/847
Publisher URL: https://doi.org/10.1177/002224298404800203
Publisher OA policy: http://sherpa.mimas.ac.uk/romeo/issn/0022-2429/
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