Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kushagra Kulshreshtha, Naval Bajpai and Vikas Tripathi

International Journal of Business Forecasting and Marketing Intelligence, 2017, vol. 3, issue 1, 13-37

Abstract: The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

Keywords: India; economy; consumer preferences; purchase decisions; brand equity; prices; celebrity endorsement; advertisement types; country of origin; marketers; consumer durables; electronic markets; e-markets; conjoint analysis; orthogonal design; part worth; utility estimation; relative importance; consumer durable goods; product preference. (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (3)

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