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: | , |
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Format: | Article |
Language: | English |
Published: |
Penerbit Universiti Kebangsaan Malaysia,
2012-06.
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Online Access: | Get fulltext |