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


  • Andrus Kotri


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

    1. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Oxford University Press, vol. 5(2), pages 103-123, Se.
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    Cited by:

    1. 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.

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    customer value; conjoint analysis; market research methods;

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