One of the main tasks of conjoint analysis is to identify consumer preferences about potential products or services. Accordingly, different estimation methods have been proposed to determine the corresponding relevant attributes. Most of these approaches rely on the post-processing of the...

En los últimos años, en los países desarrollados, existe una mayor preocupación por parte del consumidor por aspectos como la seguridad alimentaria, entendida como la influencia de la alimentación en la salud o sobre el deterioro del medio ambiente. El incremento del consumo de productos...

En el presente trabajo se ha realizado una segmentación de los consumidores de la Comunidad Valenciana según su comportamiento de compra (nivel de exigencia, percepción de la relación precio-calidad de los productos y relevancia que conceden al sabor del producto en su decisión de compra)....

In marketing research the measurement of individual preferences and assessment of utility functions have long traditions. Conjoint analysis, and particularly choice-based conjoint analysis (CBC), is frequently employed for such measurement. The world today appears increasingly customer or user...

Drawing on the multi-principal–agent perspective, this research models the influence of venture capitalists' reputation for ethical behavior on entrepreneurs' willingness to partner decisions. We test our model using a two-study design. Study one, a conjoint experiment, revealed that explicit...

We elicited people’s preferences on policy issues related to bioenergy through survey and investigated the cluster typologies that influence these preferences using cluster and conjoint analysis. Three typologies (i.e. idealist, ambivalent, realist) were identified from clustering the...

This work tries to provide a path to describe the modern marketing research and, at the same time, it tries to examine carefully in which context, a firm can be supported by marketing strategies focused to the consumers. Between different methods examined, the Conjoint analysis has resulted the...

The objective of this study is to examine famers' willingness to pay for an index based microinsurance scheme (IBMS) for paddy crops to protect against production loss caused by natural disasters in Sri Lanka and to assess product preferences for this IBMS. The contingent valuation method (CV)...

Franchising is a commercial system that arises as a result of the need of franchisors to expand with in a certain market. It’s crucial to make a selection between franchisees looking for specifi c characteristics. Otherwise, an error in the selection of franchisees will prompt their failure,...

The fulfillment of customers’ wishes in a profitable way requires that companies understand which aspects of their product and service are most valued by the customer. Conjoint analysis is considered to be one of the best methods for achieving this purpose. Conjoint analysis consists of...