2015 | OriginalPaper | Buchkapitel
Determining Consumer Preferences for Sales Promotion Techniques via Conjoint Analysis
verfasst von : Daulatram B. Lund, Allen E. Smith
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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This article reports the findings of a systematic study involving conjoint analysis, undertaken to evaluate some hypothetical sales promotion techniques for a specific consumer product (beer) catering to a special market segment (students). A fractional factorial design involving three sales promotions at three levels each was undertaken and the ranked preferences of the respondents were analyzed using Kruskal’s MONANOVA algorithm.