Assessing The Importance Of Apple Attributes: An Agricultural Application Of Conjoint Analysis
The use of conjoint analysis in assessing consumers' preferences for attributes is demonstrated with the apple as an example. Conjoint analysis may be used to estimate the importance of attributes and attribute levels through decomposition of consumers' ranking of alternative attribute combinations. It is shown that conjoint analysis provides results that may not be obtained from a survey where respondents are asked to directly state their assessment of the importance of attributes.
Volume (Year): 19 (1990)
Issue (Month): 2 (October)
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- Ratchford, Brian T, 1975. " The New Economic Theory of Consumer Behavior: An Interpretive Essay," Journal of Consumer Research, University of Chicago Press, vol. 2(2), pages 65-75, Se.
- Currim, Imran S & Weinberg, Charles B & Wittink, Dick R, 1981. " Design of Subscription Programs for a Performing Arts Series," Journal of Consumer Research, University of Chicago Press, vol. 8(1), pages 67-75, June.
- Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, University of Chicago Press, vol. 5(2), pages 103-23, Se.
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