Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first...

We propose a unifying framework for benefit and demographic segmentation based on the analysis of rank-order choice data collected in conjoint studies. The model identifies a number of unobserved segments, estimates the conjoint model within each segment, and at the same time estimates the...