When choosing a product out of several, consumers opt for "the best compromise".
They choose the one that, based on their perceptions, best meets their expectations.
They therefore give preference to certain product attributes to the detriment
of others which are less important for them.
The Trade-Off model, or conjoint analysis, enables us to measure not only buying
behaviour, but also to explain how and why purchasing decisions are made.
Knowledge of the decision process obviously enables us to influence future purchasing