Line extensions have been a basis for strategic growth for many firms during the past decade. The viability of line extensions largely depends on how consumers perceive the new features of the extensions. This study examined how consumers differ in their evaluations of original products and line...

Consumer heterogeneity is fundamental to the marketing con­cept, providing the basis for market segmentation, targeting and positioning, as well as micro-marketing. Substantial effort has already been devoted to incorporate heterogeneity in brand choice models. However, most of the research in...