Statistical analysis of sonsumer preferences within the purchase of soft drinks

Anna Čermáková
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Anna Čermáková: University of South Bohemia in České Budějovice

Acta Universitatis Bohemiae Meridionalis, 2000, vol. 3, issue 1, 25-29

Abstract: The methods of analysis of acquired information from marketing researches must respond to the market environment. One of these methods which may be used is Conjoint Analysis. Conjoint Analysis allows: to denote how big the total efficiency of product (service) of particular quality represents for consumer; to specify relative importance of particular qualities of products during purchase decision-making; to find out the total efficiency of product (service) which has not been at the market yet but producer considers providing it; to express partial efficiency of every product quality. In this way the producer is informed about which product qualities are mutually compensate without losing consumer's interest in product. The analysis of consumer preferences at the soft drinks market is carried out in this contribution. Soft drinks qualities are implied by means of six attributes: package capacity, package sort, package recycling capacity, C02 saturation, flavor, colouring.

Keywords: Multivariate data analysis; conjoint analysis; Marketing inquiry; Statistical analysis of consumer preferences within the purchase of soft drinks (search for similar items in EconPapers)
Date: 2000
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