Implementing a subjective MCI model: An application to the furniture market

The MCI model is implemented in a subjective approach to managing store attraction. An application has been made to a spatial retail furniture market. The zeta-squared transformation is used to introduce consumer judgments collected as perceptions of the most determinant store attraction factors. Once the MCI model has been calibrated, various promotional offers are assessed by using the trade-off model. The resulting utility values are then introduced in the MCI model in a simulation of promotion.