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• W2129751322 abstract "Every time a customer selects a product from the shelf they make a purchase decision based on trade-offs between available offerings. The available products often exhibit feature excess at a price premium, feature deficiency at a price discount, or some combination of both. By purchasing one of these products a customer experiences some degree of sacrifice. This paper proposes the use of choice-based conjoint analysis and hierarchical Baysian modeling to calculate the perceived utility of a customer’s ideal product and the perceived utility of the best current alternative in the market. A customer’s sacrifice gap, a quantity that mass customization seeks to minimize, is defined as the difference between these values. This paper quantifies a market-average sacrifice gap and uses it in a theoretical product platform customization scenario. This scenario examines the effects of offering customization options on one attribute of a product at a time on a customer-centric objective (sacrifice gap) and a firm-centric objective (aggregate contribution). The results are also used to examine how customer sacrifice is minimized at an individual-level." @default.
• W2129751322 created "2016-06-24" @default.
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• W2129751322 date "2012-08-12" @default.
• W2129751322 modified "2023-09-26" @default.
• W2129751322 title "Quantifying Customer Sacrifice for Use in Product Customization Problems" @default.
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• W2129751322 doi "https://doi.org/10.1115/detc2012-71151" @default.
• W2129751322 hasPublicationYear "2012" @default.
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