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Analyzing Customer Value Using Conjoint Analysis: The Example Of A Packaging Company

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  • Andrus Kotri

Abstract

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.

Suggested Citation

  • Andrus Kotri, 2006. "Analyzing Customer Value Using Conjoint Analysis: The Example Of A Packaging Company," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 46, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    • Handle: RePEc:mtk:febawb:46
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    References listed on IDEAS

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    1. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    2. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
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    Cited by:

    1. Dimas Maulana & Sudarso Kaderi Wiryono & Mustika Sufiati Purwanegara, 2019. "Investigating Consumer Preference in Banking Services: A Conjoint Analysis Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 187-197.
    2. Minjung Kwak, 2021. "Monte Carlo Simulation of the Effect of Heterogeneous Too-Cheap Prices on the Average Price Preference for Remanufactured Products," Sustainability, MDPI, vol. 13(17), pages 1-11, August.
    3. Wittmer, Andreas & Rowley, Edward, 2014. "Customer value of purchasable supplementary services: The case of a European full network carrier's economy class," Journal of Air Transport Management, Elsevier, vol. 34(C), pages 17-23.
    4. Gabriela D. Oliveira & Luis C. Dias, 2020. "The potential learning effect of a MCDA approach on consumer preferences for alternative fuel vehicles," Annals of Operations Research, Springer, vol. 293(2), pages 767-787, October.
    5. Dian Palupi Restuputri & Ayun Fridawati & Ilyas Masudin, 2022. "Customer Perception on Last-Mile Delivery Services Using Kansei Engineering and Conjoint Analysis: A Case Study of Indonesian Logistics Providers," Logistics, MDPI, vol. 6(2), pages 1-16, April.

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    Keywords

    customer value; conjoint analysis; market research methods;
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