报告一：Consumer Perceptions & Preferences for Brand Types in a Foreign Market

时间：2012年3月22日下午2：30-4：00

地点：岭南堂第四会议室

语言：英语

摘要：In this study we explore how the entrance of new international brands affects market dynamics where national, international and private brands are present. In such a situation, it is very important for managers to understand consumers’ preferences and perceptions of these brands as it allows them to better understand how to address consumers’ needs in the setting of differences in product quality, price, prestige, etc. It also allows marketers to better position these brands as well as to explore opportunities for introducing new products. This whole issue becomes even more important when the market is exposed to a reduction in international trade barriers and an increase in consumers“ spending power at the same time. It is not clear how the imported international brands should position themselves in such a complex situation. We also relate consumer perceptions to choice in the context of these different categories of brands using a choice model. The estimated model provides us with several diagnostic findings of managerial interest.

报告二：Integrating Bundled Features and Meta-Attributes: A Choice Model for Product Design

时间：2012年3月23日下午2：30-4：00

地点：岭南堂第四会议室

语言：英语

摘要：Consumer brand choice is intrinsically linked with product design. It is not surprising then to see companies focusing on design innovations to establish their brand presence in the market. Consumer-sought benefits are more like continuous psychological dimensions in nature. R&D, engineering and manufacturing personnel on the other hand, have to put together a product made up of concrete product features to try and best match the dimensional needs of the consumer. In other words, consumers seek benefits from new products and certain bundles of product features can deliver these benefits more effectively than others. Product designers need to be creative to be able to accomplish this task of essentially bundling benefits into market offerings. It is evident then that companies would benefit if there is a process by which product designers can not only be creative but also systematic in terms of being able to transfer consumer desires into the right product attribute bundle. In our research, we use a choice modeling approach based on meta-attributes to capture the complex interactions between consumer choice probabilities and product design combinations. We use a hierarchical Bayesian model to capture heterogeneity within a market. We also employ a “reverse-mapping” methodology between consumer perceptions on meta-attributes and actual discrete product features that can be engineered into the product. Empirical analysis using our methodology reveals some interesting findings.

附Sanjoy Ghose教授简介

Professor in Marketing,Sheldon B Lubar School of Business,University of Wisconsin–Milwaukee

Education
Ph.D., Marketing (minor Statistics) Carnegie-Mellon University
M.S., Marketing, Carnegie-Mellon University
M.B.A., Washington State University
B. Tech., Electrical Engineering, Indian Institute of Technology, Kharagpur, India

Areas of Expertise
Dr. Ghose specializes in modeling consumer perceptions and consumer choice. His current research focuses on modeling issues in areas such as the interactions between Internet marketing strategies and consumer preferences, consumer search behavior in the online domain, online retail competition dynamics, the impacts of advertising on consumer choice, and optimum product design. His other research interests include the marketing-manufacturing interface, reference pricing effects, and purchase incidence models.

Professional Activities
Dr. Ghose has published over 40 academic papers. His articles have appeared in the Journal of Marketing Research, Marketing Letters, Journal of Advertising Research, Production and Operations Management, Computers & Operations Research, Journal of Business Research, International Journal of Forecasting, European Journal of Operational Research, Communications in Statistics: Theory and Methods, Journal of Business, Journal of Retailing and the Journal of Marketing. He has served as reviewer for the Journal of Consumer Research, Journal of Marketing Research, Journal of Business Research,Production and Operations Management Journal, Computers & Operations Research, Journal of Business Economics and Statistics, and Organization Science. Dr. Ghose has also served as a reviewer for the National Science Foundation (NSF) on the subject of forecasting by using neural networks. He is a member of the Institute of Operations Research and Management Sciences (INFORMS). He is an Editorial Board Member of the Journal of Business Research.

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