WILLIAM J. MCDONALD is an assistant professor of marketing and international business in the business school at Hofstra University He earned his PhD degree from the University of Chicago. His articles have appeared in journals, books, and national conference proceedings. Dr. McDonald's research interests include direct marketing methods and strategies, marketing analysis and research methods, marketing information systems, and the social and psychological aspects of consumer behavior.
Consumer preference structure analysis. A managerial tool for understanding apparel catalog market competition
Article first published online: 20 SEP 2006
Copyright © 1993 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.
Journal of Direct Marketing
Volume 7, Issue 1, pages 20–30, Winter 1993
How to Cite
McDonald, W. J. (1993), Consumer preference structure analysis. A managerial tool for understanding apparel catalog market competition. J. Direct Mark., 7: 20–30. doi: 10.1002/dir.4000070105
- Issue published online: 20 SEP 2006
- Article first published online: 20 SEP 2006
This article discusses a research tool for marketing strategies–Consumer Preference Structure Analysis–as an illustration of how direct marketers can benefit from an understanding of the patterns in consumer choice behavior. From purchasing histories and product attribute ratings, this innovative strategic marketing tool defines a hierarchy of buyer preferences and market competition. An analysis of findings from a mail survey of 565 women apparel buyers indicates that switching patterns between catalogs and catalog attribute ratings define a hierarchy of directly and indirectly competitive apparel catalogs. This leads to an explanation for consumer priorities in the women's apparel catalog market and, more generally, to an appreciation of how buyer behavior patterns and attribute ratings can be analyzed.