ANALYZING CUSTOMER VALUE USING CONJOINT ANALYSIS: THE EXAMPLE OF A PACKAGING COMPANY
No 46, University of Tartu - Faculty of Economics and Business Administration Working Paper Series from Faculty of Economics and Business Administration, University of Tartu (Estonia)
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 generating and conducting specific experiments among customers with the purpose of modeling their purchasing decision. This article will give an overview of the method and apply it to an Estonian packaging company. As a result of the empirical study the author is able to estimate the value creation models of 34 respondents (customers) both on a group and individual basis.
Keywords: customer value; conjoint analysis; market research methods (search for similar items in EconPapers)
Pages: 38 pages
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