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2015 | OriginalPaper | Chapter

Determining Consumer Preferences for Sales Promotion Techniques via Conjoint Analysis

Authors : Daulatram B. Lund, Allen E. Smith

Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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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.

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Metadata
Title
Determining Consumer Preferences for Sales Promotion Techniques via Conjoint Analysis
Authors
Daulatram B. Lund
Allen E. Smith
Copyright Year
2015
Book
Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-16945-3

Electronic ISBN: 978-3-319-16946-0

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-16946-0_163