Applying Conjoint Analysis to Consumer Preference on the Attributes of Packaged Rice

• Main Authors: Ming-Hsin Chen, 陳明鑫
• Other Authors: Kuan-Liang Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/21699574981214947518

碩士 === 嶺東科技大學 === 行銷與流通管理研究所 === 101 === The main research method of a study is the conjoint analysis. The method is applied to the purchase decision on packaged rice for adult consumers. In this study the attributes of packaged rice and their levels being considered are: the polished round-grained rice and the polished long-grained rice of the rice type, NT60, NT75, NT90, and NT105 per kilogram of the price, with the certificate and without the certificate of the certification, and the western part and the eastern part of the place of origin. The relative importance of attributes obtained from the conjoint analysis is applied to the cluster analysis as a clustering criterion for adult consumers. The result yields three different clusters of the consumers on the attribute preferences. Also, the test of the cluster means of the part-worth estimates obtained from the conjoint analysis gives the preference on the levels of the attributes for each cluster. The characteristics of the preference of the three clusters are, respectively, NT90 of the price, with the certificate of the certification, and the polished round-grained rice of the rice type.