The objective of this study is to examine the importance of product attributes of energy drinks in consumer choice. A conjoint based survey was administered to 126 Turkish consumers to examine how they made energy drink choice decisions. Our results indicate that Turkish consumers valued brand...

The purpose of this research is to analyze household credit card choice and usage behavior. The theoretical model used to analyze the credit card choice behavior is a conjoint model which assumes the utility maximization and rational evaluation of the available credit card alternatives. The...