Conjoint analysis is widely used as a marketing research technique to study consumers? product preferences and simulate customer choices. It is used in designing new products, changing or repositioning existing products, evaluating the effect of price on purchase intent, and simulating market...

Customers change their preferences while getting more familiar with services or being motivated to change their buying habits. Different sources of motivation induce customers to change their behavior: an advertisement, a leader in a reference group, satisfaction from services usage and other...