• Title, Summary, Keyword: conjoint analysis

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An Exploratory Study on the Applicability of MNP in Uzbekistan;A Conjoint Analysis

  • Shin, Hoe-Kyun;Kim, Andrey
    • 한국경영정보학회:학술대회논문집
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    • pp.453-459
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    • 2007
  • The mobile telecommunication sector is increasingly gathering way becoming a key area for the economic development in Uzbekistan. One way to promote competition among providers is the introduction of a number portability service. This paper estimates subscriber's willingness to pay (WTP) for the MNP service in the mobile communication market in Uzbekistan. Consumer valuation was estimated using a conjoint analysis. Since number portability had not been introduced at the time of the study, stated preference data from the conjoint survey was used. Results indicate that currently subscribers do not attach a lot of importance to the MNP service, while price and service quality are most valuable components. The results of this study provide important implication for mobile network operators and policy developers on potential MNP implementation.

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An Exploratory Study on the Selection Attributes of Food Courts through the Conjoint Analysis (컨조인트 분석을 통한 푸드코트 선택 속성에 관한 탐색적 연구)

  • Jung, Young-Woo;Lee, Eun-Yong
    • Culinary science and hospitality research
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    • v.14 no.4
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    • pp.106-118
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    • 2008
  • Even though the number of food courts increased in recent years, there were few studies about them. Considering the effects of a food court on the sales of a mall or other shopping spots, it was necessary to analyze what kind of attribute attracts customers. For this research, conjoint analysis was used to test which attribute was the most decisive factor, and the results of this study were as follows. First, price was the first factor that customers attached great importance to. Next were time required from order to eat and menu diversity. Second, cluster analysis used by the individual value of utilities derived through the conjoint analysis showed two clusters. Third, the most preferred food court form gained 35.4% potential market share from the simulation. The information gained from this analysis provided an important starting point for marketing and determined what kind of attribution was considered in being part of the malls or buildings. Also, it could be made full use of creating and executing the most effective marketing strategies.

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Using Choice-Based Conjoint Analysis to Determine Smartphone Choice - a Student's Perspective

  • Baganzi, Ronald;Shin, Geon-Cheol;Wu, Shali
    • Journal of Information Technology Applications and Management
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    • v.24 no.4
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    • pp.93-115
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    • 2017
  • The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

Application of Hybrid Conjoint Analysis to Improve Competitive Power of Theme Parks in Seoul and Its Suburbs (주제공원의 경쟁력 제고 방안에 관한 연구: Hybrid Conjoint Analysis의 적용)

  • 홍성권
    • Journal of the Korean Institute of Landscape Architecture
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    • v.23 no.2
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    • pp.1-16
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    • 1995
  • This study was carried out to suggest method which can be used to improve competitive power of theme parks. The characteristics of Hybrid Conjoint Analysis were described and its usefulness for identification of specific types of service theme parks have to provide was tested "Lotte World, " "Seoul land," and "farmland" were selected as study areas, and .7 attributes with 3 levels were utilized for analyses. Master design with 81 profiles was constructed to meet the requirement of ′Compromise Plan 1,′and data was collected by in-personal interviews on the study areas. Respondents were grouped by cluster analysis, and their characteristics were analyzed by discriminant analysis. Then, part-worth of each attribute . was estimated by stagewise estimation model Calibrated model of each group did not show part-worths of attributes clearly because both main effects and 2-way interaction effects were included in the models. Therefore, calibrated models′ coefficients were used to calculate utilities of all possible combinations of attributes levels. The results showed that managers of theme parks have several options for providing a new service: the combination of attribute levels with the highest utility is they however, they can choose the other combinations with next highest utlities is they can not afford it. Several suggestions were described to cope with the problems when Hybrid Conjoint Analysis is applied to landscape architectural study.

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Research on Efficient Operation of University Foodservice through Conjoint Analysis (컨조인트 분석을 통한 대학급식소의 효율적인 운영에 관한 연구)

  • Kim, Kwang-Ji;Park, Ki-Yong
    • Culinary science and hospitality research
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    • v.12 no.4
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    • pp.33-45
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    • 2006
  • The purpose of this study is to make special study of the efficient operation of university foodservice. The concrete results through the conjoint analysis can be elicited as follows. First, through the interview in depth we draw out the efficient attribute comparing and analyzing elements of selecting menu and main reasons for selecting either student cafeterias or general cafeterias. Second, we elicit the best attribute based on the results of analysis on preference. Third, we present an improvement program for operating student cafeterias through simulation. As a result of conjoint analysis of the main reason for selecting a cafeteria and the utility of each attribute, the most important factor comes price (34.95%), the time required (33.20%), food taste (30.45%), and various menu (1.42%) in that order. What draws attention in the research is that price (34.93%) is not the only factor which influences students' choice of a cafeteria. Location (33.20%) and food taste (30.45%) are all equally important. These results show that students' expectation for cafeterias is getting various. Basically, all customers look for a nearer restaurant where its food taste is good and menu is various at a low price.

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Analysis of Electronic Book User Needs through Fuzzy AHP & Conjoint Analysis (퍼지 계층적 의사결정 기법과 컨조인트 분석을 활용한 국내 전자책 이용그룹의 요구수준 분석)

  • Yoon, Su-Jin;Jung, Ho-Sang
    • Journal of the Korea Society of Computer and Information
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    • v.16 no.4
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    • pp.205-214
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    • 2011
  • With the success of Kindle, an electronic book reader developed by Amazon.com, there has been a growing interest in both electronic books and readers in Korea. In this paper, we analyze electronic book user needs through fuzzy analytic hierarchy process (AHP) and conjoint analysis. First, we select the important factors which can affect the intention to purchase electronic book readers by applying the fuzzy AHP with the help of electronic book experts. Next, we perform conjoint analysis to reveal the detailed needs of electronic book users for each of the selected factors. Some useful implications and research limitations are also presented with future research directions.

A Study on the Mitigation Polices for the Negative Effect of Nanotehcnology-applied Products Using Conjoint Analysis (컨조인트 분석을 이용한 나노기술 적용제품의 부정적 영향 완화 정책 효과 분석)

  • Bae, Seoung Hun;Shin, Kwang Min;Lim, Jung Sun;Yoon, Jin Seon;Kang, Sang Kyu;Kim, Jun Hyun;Cho, Su Ji;Lee, Ki-Kwang
    • Korean Management Science Review
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    • v.32 no.3
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    • pp.1-12
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    • 2015
  • This study aims to analyze the efficiency of the government policy of Nanotechnology which is expected to minimize nanotechnology's potential risk, using the methodology of conjoint analysis and market share analysis. The attributes of conjoint analysis were divided into potential risk factor and the policy factor. It was found that the policy factor could alleviate the potential risk, subsequently increasing consumers' utility. Additionally, the government certification was more powerful than the mandatory labelling. The market share also increased in result of the nanotechnology-applied product with the certification or labeling either. The result of this study can be used as a reference to related policy makers in the fields of Nanotechnology.

Consumer's Preferences for Fish Farm HACCP Certification : An Application of Conjoint Analysis (컨조인트 분석을 활용한 양식장 HACCP 인증 선호도 분석)

  • Kim, Ji-Ung;Park, Ji-Hyeon
    • The Journal of Fisheries Business Administration
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    • v.51 no.2
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    • pp.1-13
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    • 2020
  • The purpose of this study is to analyze consumer preference for fish farm HACCP certification using conjoint analysis. This study used raw flatfish product to evaluate the fish farm HACCP. In this study, 500 consumers were surveyed using panel survey and stratified sampling. In the recognition analysis, the farm HACCP certification system was found to be highly recognized by consumers. It can be seen that the brand assets accumulated by existing food and agricultural HACCP certification were transfered to the fish farm HACCP and absorbed. Consumers perceived fish farm HACCP certification as similar one with existing food and agricultural HACCP. Conjoint analysis evaluated three levels factors. The attributes and levels evaluated were : price(25,800 won, 28,400 won, 31,000 won), certification(fish farm HACCP, seafood traceability, and non certified), and origin(domestic, JEJU, and WANDO). The important levels were in order of price(40.8%), certification(30.2%) and origin(29.0%). We found that consumers give higher utility to fish farm HACCP certification compared with non certified and seafood traceability certification. Market simulation results showed that the fish farm HACCP product has 12%p higher market share than non certified products. Seafood traceability certification showed 4.6%p higher market share than non certified products.

Factors Affecting Breast Cancer Screening Behavior in Japan - Assessment using the Health Belief Model and Conjoint Analysis

  • Tsunematsu, Miwako;Kawasaki, Hiromi;Masuoka, Yuko;Kakehashi, Masayuki
    • Asian Pacific Journal of Cancer Prevention
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    • v.14 no.10
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    • pp.6041-6048
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    • 2013
  • Background: Japanese women in their 40s or older have been encouraged to attend breast cancer screening. However, the breast cancer screening rate in Japan is not as high as in Europe and the United States. The aim of this study was to identify psychological and personal characteristics of women concerning their participation in breast cancer screening using the Health Belief Model (HBM). In addition, the attributes of screening more easily accepted by participants were analyzed by conjoint analysis. Materials and Methods: In this cross sectional study of 3,200 age 20-69 women, data were collected by an anonymous questionnaire. Questions were based on HBM and personal characteristics, and included attitudes on hypothetical screening attributes. Data of women aged 40-69 were analyzed by logistic regression and conjoint analysis to clarify the factors affecting their participation in breast cancer screening. Results: Among responses collected from 1,280 women of age 20-69, the replies of 993 women of age 40-69 were used in the analysis. Regarding the psychological characteristics based on HBM, the odds ratios were significantly higher in "importance of cancer screening" (95%CI: 1.21-2.47) and "benefits of cancer screening" (95%CI: 1.09-2.49), whereas the odds ratio was significantly lower in "barriers to participation before cancer screening" (95%CI: 0.27-0.51). Conjoint analysis revealed that the respondents, overall, preferred screening to be low cost and by female staff members. Furthermore, it was also clarified that attributes of screening dominant in decision-making were influenced by the employment status and the type of medical insurance of the women. Conclusions: In order to increase participation in breast cancer screening, it is necessary to disseminate accurate knowledge on cancer screening and to reduce barriers to participation. In addition, the attributes of screening more easily accepted were inexpensive, provided by female staff, executed in a hospital and finished in a short time.

Analysis of Consumer Preferences for Cosmetic Essence-for-Men via Choice-Based Conjoint with New Design of Choice Sets

  • Kim, Bu-Yong;Kim, Jiyoung;Kan, Yu-Yeong
    • The Korean Journal of Applied Statistics
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    • v.25 no.6
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    • pp.987-997
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    • 2012
  • The sales volume of men's cosmetics has drastically increased in Korea. In recent years, men's needs for cosmetics have been diversified and the consumer demand for functional cosmetics has greatly risen. In particular, male consumers have become more interested in essence product that is a light and concentrated treatment to correct skin problems. This research analyzes consumer preferences for essence-for-men through the use of choice-based conjoint analysis. This approach is adopted since the task of respondents to choose the most preferred option from several alternatives closely mimics actual marketplace purchasing behavior by consumers. New technique for the construction of choice sets is suggested based on the balanced incomplete block design, to accommodate a larger number of product profiles. The proposed design for choice sets is balanced and provides a tool to filter the contradictory choices. Conjoint analyses are performed to assess the relative importance of attributes and identify the most preferred profile of essence-for-men with respect to attributes such as emphasized function, price, type of content, and design of container. Some differences are indicated in the analysis results between age brackets as well as between groups classified by the amount of fashion item expenditures.