Perceptions are subjective and group-specific. They influence the purchase decision and are loosely connected to physical attributes in many product classes. PBMS rests on the assumption that consumer preferences are not the sole determinants of consumer behaviour. The current perceptual profiles of the product brands are equally important. The marketing group is also advancing the methodology for response-based segmentation capable of taking the consumers unobserved heterogeneity into account.
Satisfaction promotes brand loyalty.
A major concern of the Artificial Economy is the experimental examination of various analytical and planning strategies applied to different market structures and organizational set-ups of the Artificial Firm. Particular emphasis is on exploring the opportunities for coordinated planning in a learning organisation. From the perspective of marketing research those simulation experiments are most intriguing and instructive that evaluate the managerial consequences of highly sophisticated methods compared to simple decision rules and limited problem-solving.