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Estimating the Relative Importance of Product Attributes

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Estimation of Product Attributes and Their Importances

Part of the book series: Lecture Notes in Economics and Mathematical Systems ((LNE,volume 89))

Abstract

One of the most fundamental questions that arises in both advertising and product planning is what product attributes (i.e., characteristics) are most important in the consumer decision making process. Advertising objectives are often set based on improving consumer perception of a product in terms of the specific product attributes deemed to be most important.1 In the product planning area, decisions must always be made which require trade-offs in that a higher level of one attribute necessitates a lower (or higher) level of some other attribute due to engineering and/or financial considerations. These trade-off decisions require inputs regarding the relative importance consumers attach to the attributes in question.2

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Author information

Author notes

  1. Dr. Alistair Sherret (Formerly Analyst, General Motors Marketing Staff)

    Present address: Peat, Marwick, Mitchell & Co., London, England

Authors and Affiliations

  1. Marketing Systems Department, Chevrolet Motor Division, General Motors Corporation, Detroit, Michigan, USA

    Dr. James P. Wallace III (Manager)

Authors
  1. Dr. James P. Wallace III
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  2. Dr. Alistair Sherret
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© 1973 Springer-Verlag Berlin · Heidelberg

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Wallace, J.P., Sherret, A. (1973). Estimating the Relative Importance of Product Attributes. In: Estimation of Product Attributes and Their Importances. Lecture Notes in Economics and Mathematical Systems, vol 89. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-65753-5_1

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  • DOI: https://doi.org/10.1007/978-3-642-65753-5_1

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-06530-2

  • Online ISBN: 978-3-642-65753-5

  • eBook Packages: Springer Book Archive

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