Classification trees in consumer studies for combining both product attributes and consumer preferences with additional consumer characteristics

TY - JOUR

T1 - Classification trees in consumer studies for combining both product attributes and consumer preferences with additional consumer characteristics

AU - Romano, Rosaria

AU - Davino, Christina

AU - Næs, Tormod

PY - 2014/4

Y1 - 2014/4

N2 - The main objective of this paper is to describe and discuss the use of classification trees in consumer studies. Focus will be given to the use of the method in relating segments of consumers, based on their acceptance pattern, to additional consumer characteristics, including attitudes, habits and demographics variables. Advantages of the method in handling typical issues from consumer studies will be discussed. Primary interest will be given to the validation of the results, which will also be compared with results from alternative methods widely used in consumer studies. The approach will then be illustrated by using data from a conjoint study of apple juice.

AB - The main objective of this paper is to describe and discuss the use of classification trees in consumer studies. Focus will be given to the use of the method in relating segments of consumers, based on their acceptance pattern, to additional consumer characteristics, including attitudes, habits and demographics variables. Advantages of the method in handling typical issues from consumer studies will be discussed. Primary interest will be given to the validation of the results, which will also be compared with results from alternative methods widely used in consumer studies. The approach will then be illustrated by using data from a conjoint study of apple juice.

U2 - 10.1016/j.foodqual.2013.11.006

DO - 10.1016/j.foodqual.2013.11.006

M3 - Journal article

SN - 0950-3293

VL - 33

SP - 27

EP - 36

JO - Food Quality and Preference

JF - Food Quality and Preference

ER -