"Fuzzy-needs" based competitive sets: Structure and use

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Conference Proceeding
Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 1 - 7
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A framework to aid in identifying relevant competitive sets in dynamic markets is proposed. It utilizes goal-oriented consumer categorization to derive competitive sets defined by consumers fuzzy needs-based consideration sets. Competitive sets are thus usage occasion specific, have fuzzy structures based on degree of multiple needs fulfilment, and change over time. This view differs from traditional competitive identification as the degree of competition is based on how similarly competitors are viewed as fulfilling the same multiplicity of needs and are in the same consideration sets across differing need fulfilment occasions. T he framework suggests how and when competitive sets should be identified and monitored to assess structural changes.
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