An Application of Conjoint Analysis to The Optimal Combination of Preference ─ A Case Study of the Department Store's “Special Purchase Promotion” in Taiwan

• Main Authors: Chi-TaTsai, 蔡奇達
• Other Authors: Shuang-Shii Chuang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/sfgybg

碩士 === 國立成功大學 === 企業管理學系 === 102 === This study used Conjoint Analysis to discover what attributes combing for a “Special Purchase Promotion” in department stores and the rank of consumers’ preferences about these attributes. The purpose was to find out the best attribute combination for the “Special Purchase Promotion” for marketers when they make decisions that could maximize the promotion effect. This research was based on Conjoint Analysis, Product attribute Theory, and Market Segmentation Theory. By analyzing the respondents’ preferences about special purchase promotion, and calculating the part worth to know the preference structure, we could discover the best attribute combination of “Special Purchase Promotion”. And we used different segmentation variables like geographic, demographic, and consumer behavior to observe what difference in each segments.