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Statistical analysis of sonsumer preferences within the purchase of soft drinks

Author

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  • Anna Čermáková

    (University of South Bohemia in České Budějovice)

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.

Suggested Citation

  • Anna Čermáková, 2000. "Statistical analysis of sonsumer preferences within the purchase of soft drinks," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 3(1), pages 25-29.
    • Handle: RePEc:boh:actaub:v:3:y:2000:i:1:p:25-29
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