Abstract
Before making a purchase decision, a customer will often compare several products, each of which is likely to have a different price and a different set of features. A more expensive product is likely to have higher performance but it may be visually less appealing. Another product will offer a combination of features with less performance but a more attractive design and reasonable price. For example, we might like the biggest LCD television, with the built-in DVD recorder but we may only be able to afford the mid-range products, which have some good features but not everything we would like. Before making their final decision, customers make subconscious assessment of the range of products on offer. Conjoint analysis (GA) is the method that allows us to understand this subconscious assessment—the way customers compare and assess different services or products.
Keywords
Attribute Level None None Conjoint Analysis Customer Preference Purchasing DecisionPreview
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Recommended Reading
- 1.Curry, J., “Understanding Conjoint Analysis in 15 Minutes,” Sawtooth Software Research Paper Series, Sequim, USA: Sawtooth Software, 1996. [This report provides a very quick overview of conjoint analysis and takes the reader through the basic CA principles with a practical example.]Google Scholar
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