Identifying Unmet Demand

Authors:
Sandeep R. Chandukala;Yancy D. Edwards;Greg M. Allenby
Affiliations:
Kelley School of Business, Indiana University, Bloomington, Indiana 47405;School of Business, Saint Leo University, Saint Leo, Florida 33574;Fisher College of Business, Ohio State University, Columbus, Ohio 43210
Venue:
Marketing Science
Year:
2011

Citing 5
Cited 0

Estimation of Consumer Demand with Stock-Out Based Substitution: An Application to Vending Machine Products

Marketing Science
Utility Covariances and Context Effects in Conjoint Mnp Models

Marketing Science
Modeling Variation in Brand Preference: The Roles of Objective Environment and Motivating Conditions

Marketing Science
Observed and Unobserved Preference Heterogeneity in Brand-Choice Models

Marketing Science
Deconstructing Each Item's Category Contribution

Marketing Science

Quantified Score

Hi-index	0.00

Visualization

Abstract

Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be available from current offerings. An analysis of consumer wants for these consumers would reveal weak demand for product attributes resulting from low efficacy, despite the presence of strong latent interest. The challenge in identifying such unmet demand is in distinguishing it from other reasons for weak preference, such as general noninterest in the category and heterogeneous tastes. We propose a model for separating out these effects within the context of conjoint analysis, and we demonstrate its value with data from a national survey of toothpaste preferences. Implications for product development and reformulation are explored.