This paper introduces a new stochastic clustering methodology devised for the analysis of categorized or sorted data. The methodology reveals consumers' common category knowledge as well as individual differences in using this knowledge for classifying brands in a designated product class. A small study involving the categorization of 28 brands of U.S. automobiles is presented where the results of the proposed methodology are compared with those obtained from KMEANS clustering. Finally, directions for future research are discussed.
|Original language||English (US)|
|Number of pages||13|
|Journal||Marketing Letters: A Journal of Research in Marketing|
|State||Published - Aug 1991|
All Science Journal Classification (ASJC) codes
- Business and International Management
- Economics and Econometrics