Using conjoint analysis to study consumers choice of supermarkets.

Yen, Siew Hwa and Cheah, Hoay Chin (2012) Using conjoint analysis to study consumers choice of supermarkets. Jurnal Pengurusan, 34 . pp. 91-100. ISSN 0127-2713

[img] PDF
Restricted to Repository staff only


Official URL:


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 identified to describe a supermarket are: distance of the supermarket from the respondents house or office,availability of other nearby stores,product price, availability of parking space and service level provided by the supermarket. The outcomes show that,in general most shoppers are attracted to low prices and availability of parking space. Several segmented models indicate that respondents with different sicio-economic background tend to have slight different preferences on the attributes of the supermarkets.This study hopes to provide valuable inputs to the present and future supermarket retailers on the factors that influence consumer choice of supermarket.

Item Type:Article
Keywords:conjoint analysis;supermarkets;consumer choice
Journal:Jurnal Pengurusan
ID Code:5451
Deposited By: Mr Azam
Deposited On:15 Aug 2012 05:01
Last Modified:14 Dec 2016 06:38

Repository Staff Only: item control page