Identifying and interpreting market segments using conjoint analysis

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