Using conjoint analysis to study consumers choice of supermarkets.
This paper applied conjoint analysis to investigate the relative importance of supermarket attributes and part-worth utilities of attribute levels that affect consumer choice of supermakets. A study was carried out on consumers working at the Penang free industrial zone factories. The attributes ide...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2012
|
| Online Access: | http://journalarticle.ukm.my/5451/ http://journalarticle.ukm.my/5451/ http://journalarticle.ukm.my/5451/1/886-1683-1-SM.pdf |