Evaluating Consumer Preferences for Existing Multiattribute Products: A Non-Metric Approach

A model evaluating consumer preferences for multiattribute products is derived. The model possesses the following features: (1) the method works for existing products; (2) the input data require only overall product rankings and attribute rankings; (3) the distribution of part worths (utility) for particular attributes is derived and used to judge the trade-offs among different attributes; (4) the procedure can be implemented with existing software; and (5) the attributes do not need to be quantifiable.