Academic article

Identifying and interpreting market segments using conjoint analysis

Næs, Tormod; Kubberød, Elin; Sivertsen, Hanne Kristine

Publication details

Journal: Food Quality and Preference, vol. 12, p. 133–143, 2001

Publisher: Elsevier

Issue: 2

International Standard Numbers:
Printed: 0950-3293
Electronic: 1873-6343

Open Access: none


This paper is a comparison between two different methodological approaches to identifying and interpreting market segments in conjoint analysis. One of the methods is segmentation by fuzzy clustering accompanied with a logistic regression of membership values versus consumer attributes. The other approach is based on a mixed model ANOVA of both conjoint and consumer variables simultaneously The two methods are compared on a three attribute conjoint study of margarine. The results from the two methods are very similar from a qualitative point of view. The most important information found is that well educated women separated strongly from men with little education in their purchase intent for products with a high fat content. (C) 2001 Elsevier Science Ltd. All rights reserved.