Segmentacja konsumentów na podstawie prefe-rencji wyrażonych uzyskanych metodą Maximum Difference Scaling
Segmentation of consumers based on revealed preferences obtained with the Maximum Difference Scaling method

Summary/Abstract: Market segmentation is performed based on consumer characteristics or attributes of products. Relatively homogeneous classes are chosen by consumers for whom the offered products or services have similar utility. This means that information about consumer preferences can be used for the segmentation. One of the methods for measuring the consumers' preferences is Maximum Difference Scaling method. The main aim of the paper is to present the possibility of segmentation of consumers based on revealed preferences obtained by Maximum Difference Scaling. The article presents the results of measuring consumer preferences using the MaxDiff R package. On this basis, the segmenta-tion of consumers was made using latent class models and Q program.

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