Analyzing consumer preference by using the latest semantic model for verbal protocol

Yuki Tamari, Kazuhisa Takemura

研究成果: Article

抄録

This paper examines consumers' preferences for competing brands by using a preference model of verbal protocols. Participants were 150 university students, who reported their opinions and feelings about McDonalds and Mos Burger (competing hamburger restaurants in Japan). Their verbal protocols were analyzed by using the singular value decomposition method, and the latent decision frames were estimated. The verbal protocols having a large value in the decision frames could be interpreted as showing attributes that consumers emphasize. Based on the estimated decision frames, we predicted consumers' preferences using the logistic regression analysis method. The results indicate that the decision frames projected from the verbal protocol data explained consumers' preferences effectively.

元の言語English
ページ(範囲)497-504
ページ数8
ジャーナルShinrigaku Kenkyu
82
発行部数6
出版物ステータスPublished - 2012 2

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Semantics
Restaurants
Japan
Emotions
Logistic Models
Regression Analysis
Students
Consumer Behavior

ASJC Scopus subject areas

  • Psychology(all)

これを引用

Analyzing consumer preference by using the latest semantic model for verbal protocol. / Tamari, Yuki; Takemura, Kazuhisa.

:: Shinrigaku Kenkyu, 巻 82, 番号 6, 02.2012, p. 497-504.

研究成果: Article

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