Classification trees in consumer studies for combining both product attributes and consumer preferences with additional consumer characteristics

•The paper proposes the use of classification trees in consumer studies.•Focus is given to the validation of the results.•A comparison of the proposed method with alternatives approaches is provided.•Advantages and drawbacks of the new approach are discussed.

The main objective of this paper is to describe and discuss the use of classification trees in consumer studies. Focus will be given to the use of the method in relating segments of consumers, based on their acceptance pattern, to additional consumer characteristics, including attitudes, habits and demographics variables. Advantages of the method in handling typical issues from consumer studies will be discussed. Primary interest will be given to the validation of the results, which will also be compared with results from alternative methods widely used in consumer studies. The approach will then be illustrated by using data from a conjoint study of apple juice.