Introduction to Modeling of Buying Decisions

O. Gruenwald


Buying decision models of customers to adjust the competitiveness of organizations have been a challenge for marketing disciplines for several generations. This topic has been explored by researchers and academics in past years, and quite an extensive theoretical base exists with a number of approaches for dealing with this challenge.This paper presents some approaches for creating a customer decision model, and provides experimental results from an electronic investigation intended to build the Kano Model; to prove an ability to understand the modeling principle; and to find out the interpretation of the examined demand in a specific market segment involving students of a technical university. The last section of the paper contains a brief introduction to Choice-Based Modeling with Choice-Based Conjoint Analysis (CBC), which was tailored for modeling purchasing decisions.


customer behaviors; Kano model; choice-based conjoint analysis

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ISSN 1210-2709 (Print)
ISSN 1805-2363 (Online)
Published by the Czech Technical University in Prague