Application of Choice-Based Conjoint Analysis─Taking toothpaste as an example

• Main Authors: Te-Hau Chiang, 蔣德豪
• Other Authors: 任立中
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/34934643279690224309

碩士 === 國立臺灣大學 === 國際企業學研究所 === 95 === In recent years, consumers are more request for necessity because quality of life ascent. Besides brand, flavor and package, there are many new function with treatment and healthy in the market of toothpaste in recent ten years. Every manufacturing also produce new function and treatment in toothpaste to satisfy changeable necessary of customers. This article will research the structure of preference about the toothpaste product by using conjoint analysis. This study uses choice-based conjoint (CBC) analysis, utilizes multinomial logit model in CBC software to analyze the data. According to this data, the respondents are segmented by cluster analysis and each cluster is characterized by variable, such as lifestyles and involvement. The purpose of this study is to set the model of market segmentation in effect and offer marketing strategies to toothpaste manufacturing. Concluding and suggestion results the meaning of marketing and management, and explains the limiting factor of tins study and recommends future research directions.