Cluster Based Conjoint Analysis

In this paper, we propose a strategy based both on a clustering method and a factorial approach to Conjoint Analysis called Factorial Conjoint Analysis (FCA) .Our strategy aims at defining market segments according to the preferences expressed by consumers and consists in successive and iterative steps of factorial syntheses and classification of the preferences. This approach allows to get, at the same time, the identification of an optimal preference model for each market segment and a common model as a synthesis of the individual preferences.