Consumer's preference structure varies across product categories. For some durable goods, such as laptops and smartphones, consumers tend to distinguish a product from its competing ones by differences in several features ordered in their importance. Under this preference tructure, so called...

Consumer's preference structure varies over product categories. For some durable goods, such as laptops and smartphones, consumers tend to distinguish a product from its competing ones by differences in several features ordered in their importance. This preference structure, so called...