RT Journal Article
SR Electronic
T1 Benefit Bundle Analysis
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 32
OP 37
DO 10.2501/JAR-40-6-32-37
VO 40
IS 6
A1 Green, Paul E.
A1 Wind, Yoram
A1 Jain, Arun K.
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/6/32.abstract
AB This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1972, the authors discuss how product and service benefit analysis can assist in market segmentation. Specifically it covers the question of quantifying benefit importance, and introduces the concept of benefit bundle analysis (as an extension to conjoint and other trade-off utility models).