A MIXED INTEGER NONLINEAR PROGRAMMING MODEL FOR PRODUCT POSITIONING PROBLEM

Khairani, Nerli and Mawengkang, Herman (2016) A MIXED INTEGER NONLINEAR PROGRAMMING MODEL FOR PRODUCT POSITIONING PROBLEM. Global Journal of Engineering Science and Researches, 03 (04). pp. 165-171. ISSN 2348-8034

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Abstract

Product positioning in a market of big city, such as, Medan, Indonesia, is about visibility and recognition and what product represents for a buyer. Consumers usually differ in their choice of an object out of an existing set, and they would also differ if asked to specify an ideal object. The aim of the problem considered is to optimally design a new product in order to attract the largest number of consumers. This paper proposes a mixed integer nonlinear programming model to formulate the problem. A direct search approach based on reduced gradient is proposed to solve the model.

Item Type: Article
Keywords: Marketing; Reduced gradient; Product positioning problem
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
Q Science > QA Mathematics
Divisions: Fakultas Matematika dan Ilmu Pengetahuan Alam > Matematika
Depositing User: Mrs Harly Christy Siagian
Date Deposited: 16 Jul 2018 10:07
URI: http://digilib.unimed.ac.id/id/eprint/30722

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