Network Analysis of Two-Stage Customer Decisions With Preference-Guided Market Segmentation

Abstract Network-based analyses have effectively understood customer preferences through interactions between customers and products, particularly for tailored product design. However, research applying this analysis to diverse customers with varied preferences is limited. This paper introduces a market-segmented network modeling approach, guided by customer preference, to explore heterogeneity in customers’ two-stage decision-making process: consideration-then-choice. In heterogeneous markets, customers with similar characteristics or purchasing similar products can exhibit different decision-making processes. Therefore, this method segments customers based on preferences rather than just characteristics, allowing for more accurate choice modeling. Using joint correspondence analysis, we identify associations between customer attributes and preferred products, characterizing market segments through clustering. We then build individual bipartite customer–product networks and apply the exponential random graph model to compare the product features influencing customer considerations and choices in various market segments. Using a US household vacuum cleaner survey, our method detected different customer preferences for the same product attribute at different decision-making stages. The market-segmentation model outperforms the non-segmented benchmark in prediction, highlighting its accuracy in predicting varied customer behaviors. This study underscores the vital role of preference-guided segmentation in product design, illustrating how understanding customer preferences at different decision stages can inform and refine design strategies, ensuring products align with diverse market needs.