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Turner, Julia P. "University preference : A conjoint analysis." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 1999. https://ro.ecu.edu.au/theses/1245.
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The business of tertiary education has become more and more competitive in recent years due to reductions in government funding and higher study fees. As the nature of the environment grows more competitive the role of marketing, previously non-existent in most universities, has grown significantly. One of the key pieces of information that would assist the marketing effort of any university is an understanding of what determines university preference. This study examines university preference in Western Australia. A form of conjoint analysis, known as Adaptive Conjoint Analysis (ACA), was used to investigate the relative importance of a number of attributes to university preference. The study involved presenting 259 Western Australian school leavers (Year 12 students) with a combination of paper and disk based questionnaires. Results indicated that the four most important determinants of university preference for Western Australian school leavers were course suitability, academic reputation, job prospects and teaching quality. The results are compared to previous research findings and their implications for the marketing of universities are discussed.
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Evans, Callie Bryan Fields Deacue. "Consumer preferences for watermelons a conjoint analysis /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SPRING/Agricultural_Economics_and_Rural_Sociology/Thesis/Evans_Callie_53.pdf.
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Barbosa, Eduardo Campana. "Inferência via Bootstrap na Conjoint Analysis." Universidade Federal de Viçosa, 2017. http://www.locus.ufv.br/handle/123456789/17847.
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A presente tese teve como objetivo introduzir o método de reamostragem com reposição ou Bootstrap na Conjoint Analysis. Apresenta-se no texto uma revisão conceitual (Revisão de Literatura) sobre a referida metodologia (Conjoint Analysis) e também sobre o método proposto (Bootstrap). Adicionalmente, no Capítulo I e II, define-se a parte teórica e metodológica da Conjoint Analysis e do método Bootstrap, ilustrando o funcionamento conjunto dessas abordagens via aplicação real, com dados da área de tecnologia de alimentos. Inferências adicionais que até então não eram fornecidas no contexto clássico ou frequentista podem agora ser obtidas via análise das distribuições empíricas dos estimadores das Importâncias Relativas (abordagem por notas) e das Probabilidades e Razão de Escolhas (abordagem por escolhas). De forma geral, os resultados demonstraram que o método Bootstrap forneceu estimativas pontuais mais precisas e tornou ambas as abordagens da Conjoint Analysis mais informativas, uma vez que medidas de erro padrão e, principalmente, intervalos de confiança puderam ser facilmente obtidos para certas quantidades de interesse, possibilitando a realização de testes ou comparações estatísticas sobre as mesmas.
The aim of this thesis was introduce the Booststrap resampling method in Conjoint Analysis. We present in the text a conceptual review (Literature Review) about this methodology (Conjoint Analysis) and also about the proposed method (Bootstrap). In addition, in Chapter I and II, the theoretical and methodological aspects of Conjoint Analysis and the Bootstrap method are defined, illustrating the joint operation of these approaches via real application, with data from the food technology area.. Additional inferences have not been provided in the classic or frequentist context can now be obtained by analyzing the empirical distributions of Relative Importance (ratings based approach) and Probability and Choice Ratio (choice based approach) estimators. Overall, the results demonstrated that the Bootstrap method provided more accurate point estimates and made both Conjoint Analysis approaches more informative, since standard error measures, and mainly confidence intervals, could be easily obtained for certain quantities of interest, making it possible to perform statistical tests or comparisons on them.
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Barbosa, Eduardo Campana. "Choice-Based Conjoint Analysis: um enfoque bayesiano." Universidade Federal de Viçosa, 2015. http://www.locus.ufv.br/handle/123456789/7179.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
A presente dissertação teve como objetivo principal demonstrar um enfoque Bayesiano para a metodologia Choice-Based Conjoint Analysis (CBCA). Apresenta-se no texto uma ampla revisão sobre a CBCA (Capítulo 1), sobre o modelo Logit Multinomial [desenvolvimento do modelo, procedimentos de estimação de parâmetros, probabilidades e razões de escolha (Capítulo 2)] e sobre o enfoque de estimação Bayesiano [distribuição a priori utilizada, aproximação de Laplace para a função de verossimilhança, distribuições a posteriori e detalhes sobre o algoritmo MCMC empregado (Capítulo 3)]. No Capítulo 4 apresenta-se um exemplo hipotético, no intuito de demonstrar os resultados e inferências que podem ser obtidos por meio desta recente abordagem (Bayesiana), sendo também apresentados os resultados do enfoque Frequentista. O tratamento em estudo foi um tipo de refrigerante e avaliou-se o efeito de três fatores (A, B e C) na intenção de compra de 96 consumidores, por meio de dados simulados. As análises estatísticas foram conduzidas no software livre R, cujos scripts encontram-se disponibilizados nos apêndices desta dissertação. Concluiu-se que a abordagem Bayesiana para CBCA apresentou resultados interessantes e satisfatórios, com estimativas similares às Frequentistas e mostrando-se uma alternativa metodológica viável para os estudos de CBCA. Adicionalmente, a abordagem proposta possibilitou ainda ao pesquisador construir intervalos de credibilidade (percentis das distribuições a posteriori) para as probabilidades e razões de escolha, no intuito de comparar estas quantidades ou testar hipóteses sobre estas. Quanto aos resultados práticos, a maior probabilidade de escolha estava associada ao tratamento 4, composto pelo nível do fator A, nível do fator B e nível do fator C.
This dissertation main goal is to demonstrate the Bayesian approach to Choice-Based Conjoint Analysis (CBCA). We present a comprehensive review of the CBCA methodology (Chapter 1), on the Multinomial Logit model [model development, parameter estimation procedures, probabilities of choice ratios (Chapter 2)] and on the Bayesian estimation approach [prior distribution, Laplace approach to the likelihood function, posterior distributions and details about the MCMC algorithm we applied (Chapter 3)]. In Chapter 4 we present a hypothetical example, in order to demonstrate the results and inferences that can be obtained through this recent approach (Bayesian), and we also present the results of the frequentist approach. The treatment for the study was a type of refrigerant (soda or soft drink) and we evaluated the effect of three factors (volume, type and color) on purchase intention of 96 consumers, using simulated data. Statistical analyzes were conducted with the free software R, whose scripts are provided in the appendices of this dissertation. It was concluded that the Bayesian approach to CBCA presented interesting and satisfactory results, with estimates similar to the frequentist ones, therefore proved to be a viable alternative methodology for CBCA studies. Additionally, the proposed approach also allows the researcher to build credibile intervals (percentiles of the posterior distributions) for the probabilities and choice ratios, in order to compare these quantities or test hypotheses about them. In terms of practical or applied results, the highest estimated probability of choice was obtained for treatment 4, with a1 level of factor A, b2 level of factor B and C1 level of factor C.
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Winzar, Hume. "A Monte-Carlo evaluation of conjoint preference simulators." Thesis, The University of Sydney, 1994. https://hdl.handle.net/2123/27562.
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The purpose of conjoint preference simulators is to translate predicted evaluations in a conjoint analysis study into likelihood of choice (or, more correctly, likelihood of preference). The ease of use of commercially available conjoint software and rating scale techniques could mask some fundamental, and usually flawed, assumptions applications make about evaluation and choice processes. As a result, some researchers could make some costly incorrect decisions based on the results of their conjoint studies.
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Wong, Shing-tat. "Disaggregate analyses of stated preference data for capturing parking choice behavior." Click to view the E-thesis via HKUTO, 2006. http://sunzi.lib.hku.hk/hkuto/record/B36393678.
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Gustafsson, Anders. "Customer focused product development by conjoint analysis and QFD /." Online version, 1996. http://bibpurl.oclc.org/web/31484.
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Heger, Roland Helmut. "Value Measurement for New Product Category: a Conjoint Approach to Eliciting Value Structure." PDXScholar, 1996. https://pdxscholar.library.pdx.edu/open_access_etds/1305.
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Ability to measure value from the customer's point of view is central to the determination of market offerings: Customers will only buy the equivalent of perceived value, and companies can only offer benefits that cost less to provide than customers are willing to pay. Conjoint analysis is the most popular individual-level value measurement method to determine relative impact of product or service attributes on preferences and other dependent variables. This research focuses on how value measurement can be made more accurate and more reliable by measuring the relative influence of selected methodological variations on performance in prediction and on stability of value structure, and by grouping customers with similar value structure into segments which respond to product stimuli in a similar manner. Influences of the type of attributes included in the conjoint task, of the factorial design used to construct the product profiles, of the type and form of model, of the time of measurement, and of the type of cluster-based segmentation method, are evaluated. Data was gathered with a questionnaire that controlled for methodological variations, and with a notebook computer as the measurement object. One repeated measurement was taken. The study was conducted in two phases. In Phase I, influences of methodological variations on accuracy in prediction and on respective value structure were examined. In Phase II, different cluster-based segmentation methods--hierarchical clustering (HIC), non-hierarchical clustering (NHC), and fuzzy c-means clustering (FUC)--and according conjoint models were evaluated for their performance in prediction and in comparison with individual-level conjoint models. Results show the best models for a variety of design parameters are traditional individual-level, main-effects-only conjoint models. Neither modeling of interactions, nor segment-level conjoint models were able to improve on prediction. Best segment-level conjoint models were obtained with a fuzzy clustering method, worst models were obtained with k-means and the most fuzzy clustering approach. In conclusion, conjoint analysis reveals itself as a reliable method to measure individual customer value. It seems more rewarding for improvement of accuracy in prediction to apply repeated measures, or gather additional data about the respondent, than to attempt improvement on methodological variations with a single measurement.
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Siqueira, Jose de Oliveira. "Mensuração da estrutura de preferência do consumidor: uma aplicacao de conjoint analysis em marketing." Universidade de São Paulo, 1996. http://www.teses.usp.br/teses/disponiveis/12/12133/tde-01032005-185221/.
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O objeto desta dissertação é a estrutura de preferência do consumidor (EPC). O objetivo geral é estudar os métodos de mensuração da EPC (MMEPC) e o tema é a mensuração desta estrutura, utilizando a técnica estatística Conjoint Analysis (CA). A CA proporciona uma maneira realista de medir o impacto de cada atributo de um produto na preferência do consumidor. Esta técnica estatística tem sido cada vez mais aplicada em problemas de Marketing. Alguns softwares têm surgido e provocado o aumento de uso desta técnica. A dissertação discute uma aplicação real desta técnica num problema de definição de um tecido de linho ótimo para um conjunto de especialistas. A ênfase está no planejamento do experimento fatorial fracionário para a estimação do modelo individual cuja variável resposta é posto e os atributos são qualitativos. Modelos lineares de célula de referência e de desvios foram construídos para a análise do experimento. Utilizou-se o modelo linear aditivo não-saturado. Alguns dos principais softwares foram analisados: SPSS, SAS, ACA, CBC e CVA. O autor define um projeto de software de planejamento de experimentos fatoriais fracionários ótimos segundo a eficiência-D. O estudo dos MMEPC pode proporcionar as seguintes contribuições à Administração: otimização de projetos de produtos/serviços/conceitos, quantificação da EPC, segmentação de mercado, determinação da probabilidade de escolha ou participação esperada do mercado de produtos/serviços/conceitos num determinado cenário e simulação (predição) de preferências individuais e agregadas.The purpose of this dissertation is the consumers preference structure (CPS). The general objective is to study the methods of mensurement of CPS (MMCPS) and its main purpose is to measure that structure using the statistical technique Conjoint Analysis (CA). The CA provides a realistic way to measure the impact of the attribute of a product on the consumers preference. This statistical technique is being used more and more in marketing problems. Some softwares have emerged and increased the use of this technique. This dissertation discusses a real application of this technique on the problem of definition of a linen tissue for a specialist group. The emphasis is on the design of a fractional factorial experiment for estimation of a individual model in wich the response variable is rank and the attributes are qualitative. Linear models of a cell of reference and deviations were constructed for the experimental analysis. Used one a non satureded linear model. Some of the main softwares were analysed: SPSS, SAS, ACA, CBC and CVA. The author defines a software project for optimum fractional factorial experimental design and analysis, according to D-efficiency. MMCPS studies can provide the following contribution to Management: products/services/concepts optimization, CPS quantification, marketing segmentation, choice probability determination on the expected participation of the products/services/concepts market in a particular scenario and the simulation (prediction) of individual and aggregate preferences.
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Tan, Donald. "The impact of numeric sub-branding on Singaporean Chinese consumers : a conjoint analysis." University of Western Australia. Graduate School of Management, 2006. http://theses.library.uwa.edu.au/adt-WU2007.0029.
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[Truncated abstract] It has been argued that the demand for a product is largely dependent on price and quality (Dodds, Monroe & Grewal, 1991) and that it is possible to provide a global product with a universal brand, as consumers desire reliable and quality products at low prices (Levitt, 1983). As global companies extend their reach around the world and such “global” products become available world wide, it is important for marketers to understand if other factors play a significant role in consumers’ purchase processes, especially in Asia where cultural and social influences can be very different from Western societies . . . Since numerology is deeply rooted in Chinese culture, the present study was undertaken to examine the impact that two important numbers (4 and 8) had on Chinese consumers’ value perceptions when used in sub-brand extensions. These numbers were chosen as Ang (1997) had noted the numbers represented “death” (4) and “prosperity” (8) in Chinese numerology and, consequently, may have a negative or positive impact on the value Chinese consumers attach to a product. While there are many types of products available to consumers and possible juxtapositions of numbers are almost endless, the present study was restricted to examining the impact that the numbers 4 and 8 had on the value Chinese consumers attached to cars and mobile phones to ensure the study was manageable. The study was undertaken in Singapore, but it was hoped that the results could be translated to other Chinese markets so more cost-effective and efficient approaches could be developed for such markets.
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Wong, Shing-tat, and 黃承達. "Disaggregate analyses of stated preference data for capturing parking choice behavior." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2006. http://hub.hku.hk/bib/B36393678.
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Ruderman, Alex Michael. "A framework for simulation-based multi-attribute optimum design with improved conjoint analysis." Thesis, Atlanta, Ga. : Georgia Institute of Technology, 2009. http://hdl.handle.net/1853/31811.
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Thesis (M. S.)--Mechanical Engineering, Georgia Institute of Technology, 2010.Committee Chair: Choi, Seung-Kyum; Committee Member: Allen, Janet K.; Committee Member: Paredis, Chris. Part of the SMARTech Electronic Thesis and Dissertation Collection.
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Ruan, Shiling. "Poisson race models theory and application in conjoint choice analysis /." Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1173204902.
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Bahja, Frida. "Evaluating the Relative Importance of Influencing Factors on Cruise Vacations: A Conjoint Analysis." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6677.
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This study focuses on exploring the relative importance of six influential factors in cruise customers’ decision-making process such as: cruise vacation price, cruise duration, distance from the cruise port, itineraries, environmental friendliness of cruise line and cruise online reviews. The decision on which influencing factors to select was made based on the review of literature.
The complexity of cruise customers’ decision-making process for these six attributes with several levels was examined with Choice-Based Conjoint (CBC) Analysis. CBC was selected due to its realistic approach to purchase decisions, in the form of trade-offs. The online survey collected data anonymously. The survey was distributed through Amazon Mechanical Turk (Mturk) platform. Only 450 cruise customers, who had experienced a cruise vacation before were eligible to participate in the study.
The purpose of the study was to discover the relative importance of the influencing factors to gain more insights about cruise customers. The findings of the study showed that online reviews were the most influential attribute for cruise customers in their cruise decision, followed very closely by the environmental friendliness of the cruise line. The next influential factor was the duration of the cruise vacation which was followed by distance from the cruise port, cruise itinerary and cruise vacation price. The best and the worst cruise vacation profile were generated from CBC analysis. The findings of this study provide some insights with regard to cruise customers’ importance about influencing factors when deciding on a cruise vacation.
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Craig, Ryan R. "A quality function deployment methodolgy for product development." Ohio : Ohio University, 2009. http://www.ohiolink.edu/etd/view.cgi?ohiou1250171415.
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Ponomaryova, Yuliya A. "Market Research: A Study to Evaluate the Value Customers Assign to Green Hotels’ Certification in their Hotel Selection Decision-Making Process." Kent State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1522618854515356.
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Мироненко, Валерія Олександрівна. "Доцільність виведення нової послуги компанії Projector на освітній ринок." Bachelor's thesis, КПІ ім. Ігоря Сікорського, 2021. https://ela.kpi.ua/handle/123456789/43767.
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Дипломна робота на тему: «Доцільність виведення нової послуги компанії
Projector на освітній ринок» складається із вступу, трьох розділів, висновків,
списку використаних джерел та двох додатків. Робота виконана на 132 сторінках
та містить 31 таблиць, 27 рисунків, 3 додатки, та 82 найменування використаних
джерел.
Метою даної роботи є визначення доцільності виведення нової послуги
компанії Projector на освітній ринок для збільшення частки споживачів серед
абітурієнтів.
Для отримання інформації було проведено дослідження, для яких обрано
методи: ситуаційного аналізу для визначення маркетингової управлінської
проблеми; кабінетного дослідження, де проаналізовані конкуренти, що працюють
з аудиторією абітурієнтів, польового дослідження, що полягало у аналізі
споживчої поведінки, а також у опитуванні потенційних споживачів за допомогою
conjoint аналізу для визначення найважливіших характеристик товару.
Наукова новизна одержаних результатів полягає у тому, що для проведення
якісного дослідження було адаптовано методологію проведення фокус груп з
урахуванням специфіки освітнього ринку, а для кількісного дослідження
запропоновано використання conjoint аналізу для виявлення найбільш
привабливого профілю з урахуванням особливостей послуг.
Одержані результати дослідження можуть бути використані у діяльності
компанії Projector для впровадження нових послуг на освітній ринок.Thesis on the topic: «Advisability of launching a new service of Projector company info the educational market» through the introduction, three sections, conclusions, a list of sources used and two appendices. The work is performed on 132 pages and contains 31 tables, 27 figures, 3 additional elements and 82 names of sources used. The purpose of this work is to determine the feasibility of introducing a new service company Projector on the educational market to increase the share of consumers among applicants. To obtain information, research was conducted, for which the following methods were selected: situational analysis to determine the marketing management problem; desk research, which analyzed competitors working with the audience of entrants, field research, which consisted of the analysis of consumer behavior, as well as a survey of potential consumers using conjoint analysis to determine the most important characteristics of the product. The scientific novelty of the obtained results is that the methodology of focus groups was adapted for qualitative research taking into account the specifics of the educational market, and for quantitative research the use of conjoint analysis to identify the most attractive profile taking into account the features of services. The results of the study can be used in the activities of Projector to introduce new services to the educational market.
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Cordeiro, Felipe Fernandes. "Atributos que influenciam a decisão de compra de combustível marítimo (bunker) no Brasil." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17720.
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Submitted by Felipe Fernandes Cordeiro (felipefcordeiro@oi.com.br) on 2016-12-17T17:50:49Z
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Há uma discussão se o cliente de bunker (combustível marítimo) é sensível apenas ao preço. Por tratar-se de uma operação de venda de produto associada a um serviço de entrega e dada a natureza intangível da operação, é possível que outros atributos, com maior grau de intangibilidade, possam influenciar, conjuntamente, a decisão de compra. Ao identificar e avaliar os atributos do produto, elementos relevantes nas decisões de compra, este trabalho pretende produzir como resultado final a avaliação e a importância percebida desses atributos por meio da aplicação da metodologia de pesquisa de marketing, denominada conjoint analysis. Dessa forma, pretende-se fazer uma revisão bibliográfica das principais teorias relacionadas ao valor percebido pelo cliente no contexto business-to-business (B2B) e também do papel moderador do preço na satisfação do cliente, buscando identificar, à luz dessas teorias, o nível de influência dos atributos do produto nas decisões dos clientes em abastecerem suas embarcações no Brasil.
There is a discussion on whether the bunker’s client (marine fuel) is only sensitive to price. Since the sales transaction of a product is associated with a delivery service, and given the intangible nature of the operation, it is possible that other attributes, with a greater degree of intangibility, can jointly influence the purchase decision. By identifying and evaluating the product’s attributes, which are relevant factors in purchase decisions, this study aims to produce as a final result an assessment of these attributes and their perceived importance through the application of a marketing research methodology, known as conjoint analysis. Thus, we intend to conduct a literature review of the main theories related to perceived customer value in the business-to-business (B2B) context and also the moderating role of price in customer satisfaction, in order to identify, in the light of these theories, the level of influence of the product’s attributes in customers’ decisions in supplying their vessels in Brazil.
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Liu, Qing. "Optimal experimental designs for hyperparameter estimation in hierarchical linear models." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1154042775.
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Taylor, Dori Shae. "Role of Social Media in B2B CEO Thought Leadership." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/542324.
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Business Administration/MarketingD.B.A.
Thought leadership is a term that has been around for more than a decade. Little research has been done on exactly what thought leadership is or how to become a thought leader. Yet the business press is full or articles touting the importance of becoming a thought leader along with a variety of benefits. Additionally, social media has become an increasingly important part of any marketing strategy. This paper begins by developing a typology of business to business CEO social media presence, it clearly defines the three key attributes of a thought leader and concludes with identifying which attributes are the most important in CEO thought leadership. Chief Executive Officers (CEOs) are generally expected to represent the public face of the company, and their leadership is critical to success in product-service markets. Social media platforms offer CEOs the opportunity to benefit their companies by demonstrating leadership, communicating ideas, and motivating others, often with a personalized touch. Yet, many CEOs, particularly in business-to-business (B2B) firms, are relatively new to social media and do not have a clear social media strategy. A typology of B2B CEO social media presence was developed by utilizing cluster analysis to analyze a cross-section of B2B CEOs’ social media activity. Results shows that the Reluctants, constituting 74% of the sample, have little or no social media presence. Of CEOs with some social media presence, the main types are LinkedIn Leveragers who have a substantial LinkedIn presence only, and TweetStars, who are active only on Twitter. A CEO who is a thought leader is a business leader who communicates ideas in a way that motivates others to develop them and is recognized by others outside of their organization. Using the three attributes of thought leadership – communication, motivation of others, and public recognition, a survey was conducted to identify which of these attributes were the most important in increasing perceived thought leadership. Using choice based conjoint analysis to test the level of perceived thought leadership, public recognition followed closely by motivation were most important in contributing to perceived thought leadership. The typology developed in this paper leads to the development of a set of empirical propositions for future research. Insights gained from this analysis can help companies and their CEOs make informed decisions on their social media options and strategies. The identification of what attributes are most important to increase levels of perceived thought leadership lays the foundation for additional research. Recommendations offered in this paper can help companies and CEOs invest their resources in a marketing strategy appropriate to their goals.
Temple University--Theses
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Sorio, Rossella. "Categorisation et evaluation de l'innovation : approche par la Theorie des prospects appliquée au cas du vin allégé en alcool." Thesis, Montpellier 2, 2011. http://www.theses.fr/2011MON20120.
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Titre: Categorisation et évaluation de l'innovation :approche par la théorie des prospects appliquée au cas du vin allégé en alcool.Chaque année de très nombreuses innovations sont proposées sur le marché, mais seul un nombre réduit d'entre elles rencontre le succès espéré. Face à ce constat, l'une des explications avancées par la recherche marketing est la difficulté du consommateur à catégoriser un nouveau produit.Ce travail s'insère dans le courant de recherches sur la catégorisation de l'innovation et suggère de tenir compte de l'incertitude qui caractérise ce processus. L'originalité de cette étude est de proposer un lien entre les recherches sur la catégorisation de l'innovation et celles sur la prise de décision en condition d'incertitude. La Théorie des Prospects (Kahneman et Tversky, 1979) en particulier, et l'un de ses principes, celui d'aversion aux pertes, ont fourni un cadre théorique adapté pour tenir compte du caractère d'incertitude de l'innovation. Notre question de recherche a proposé de vérifier si le principe d'aversion aux pertes pouvait s'appliquer pour expliquer comment la modification de certains attributs d'une catégorie provoque la perception d'une rupture et la création d'une nouvelle catégorie de produits par le consommateur.La partie empirique de ce travail a été appliquée dans le domaine le vin, un produit qui traverse une grave crise de consommation. Nous avons retenu une approche expérimentale à travers six études conduites sur des innovations du secteur vinicole. Les résultats ont permis de mettre en évidence le rôle majeur joué par la nature de l'attribut dans la catégorisation ainsi que son influence sur la perception des ruptures d'une catégorie.Du point de vue managérial, les conclusions de ce travail ont pour objet l'efficacité des stratégies d'innovation qui agissent sur les attributs d'un produit et sur leur capacité à différencier une innovation parmi la concurrence. Cette recherche fournit également des suggestions quant au positionnement et à la communication à mettre en place pour faciliter la compréhension d'un nouveau produit et donc son choix par le consommateurTitle: Categorization and evaluation of innovation: a prospect théory approach applied to the case of low alcohol content wine Every year numerous innovations are available on the market but only a small number meet the hoped-for success. Given this fact, one of the explanations offered by marketing research is the difficulty the consumer has to categorize a new product. This work is part of current research on the categorization of innovation and suggests to consider the uncertainty that characterizes this process. Its originality is to propose a link between research on the categorization of innovation and those of decision making under uncertain conditions. Prospect Theory (Kahneman et Tversky, 1979), in particular, and one of its principles, that of loss aversion, this research has provided a theoretical framework adapted to take into account the uncertainty of innovation. Our research question proposes to determine whether the principle of loss aversion can be applied to explain how the modification of certain attributes of a class causes the perception of a break and create a new category of products by the consumer. The empirical part of this work was conducted on wine, a product that is going through a major crisis of consumption. We chose an experimental approach across six studies conducted on innovations in the wine sector. The results were used to highlight the major role played by the nature of the attribute in the categorization and its influence on the perception of breaks in a category. From the managerial point of view, the conclusions of this work relate to the effectiveness of innovation strategies that affect the attributes of a product in their ability to differentiate an innovation from competition. This work also provides suggestions for the positioning and communication set up to facilitate the understanding of a new product and therefore its choice by the consumer
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Oliveira, Marcelo Madruga de. "O mercado de helicópteros no Brasil: atributos determinantes na escolha do modelo de aeronave." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/18094.
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In the current context, the life cycle of a lot of products becomes increasingly smaller, given the speed of technology change nowadays. In this scenario, the helicopter market is configured as an exception to the rule. With an average time for project development of eight (08) years and operating period of no less than thirty (30) years, they end up generating major challenges to their manufacturers. Those manufacturers face the difficult task of meeting the needs of its customers, before their products become obsolete, respecting the limits of sale imposed by the market value. Thus, it is vital to have, within the marketing strategy in the companies, the most accurate knowledge of those attributes which are relevant to the buyers. Through this knowledge, different manufacturers seek to provide their products with elements able to ensure the long life expected. In this sense, the present study, whose area of concentration lies in consumer marketing, aims to identify the key attributes related to the choice of a particular helicopter model. The methodology used two surveys, a qualitative and a quantitative, applied to pilots and maintenance heads. Its scope is limited to the Brazilian market of helicopters, civil sector (executive) nowadays. Through an exploratory approach, it is expected to identify attributes in defining the process of choosing an aircraft. These points will allow the development of specific marketing strategies, product development and support. Therefore, it is expected to answer the demands of this public, ensuring the expected longevity of the product and a competitive advantage over their competitors.
No contexto atual, o ciclo de vida de uma grande variedade de produtos se apresenta cada vez menor, em face da velocidade de mudança das tecnologias hoje empregadas. Nesse cenário, o mercado de helicópteros se configura como uma exceção à regra. Com um tempo médio de desenvolvimento de projeto de 08 (oito) anos e um período de operação não inferior a 30 (trinta) anos, estes acabam por gerar grandes desafios aos seus fabricantes. Tais fabricantes enfrentam a difícil tarefa de atender às necessidades dos seus consumidores, sem que seus produtos se tornem obsoletos, respeitando-se os limites do valor de venda impostos pelo mercado. Dessa forma, torna-se vital, dentro da estratégia de marketing das empresas, o mais apurado conhecimento daqueles atributos com maior relevância para seus compradores e para aqueles que exercem influência sobre os compradores. Através deste conhecimento, os diferentes fabricantes buscam dotar os produtos de elementos capazes de garantir a satisfação dos compradores. Nesse sentido, o presente estudo, cuja área de concentração situa-se no marketing de consumo, visa identificar os principais atributos relacionados à escolha de um determinado modelo de helicóptero. A metodologia empregada fez uso de duas pesquisas sendo uma qualitativa e outra quantitativa, respondida por pilotos e chefes de manutenção (influenciadores). Sua abrangência se restringe ao mercado brasileiro de helicópteros, segmentação civil (executivo), nos dias de hoje. Através de uma abordagem exploratória, se espera identificar atributos determinantes no processo de escolha de uma aeronave. Tais pontos permitirão o desenvolvimento de estratégias específicas de marketing, desenvolvimento de produtos e serviços. Assim, se espera responder as demandas desse público, garantindo a perenidade esperada para o produto e uma vantagem competitiva em relação aos seus concorrentes.
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Reje, Anders, and Elena Dreger. "Marketing Sustainability in Charter Tourism : The Influence of Brands, Eco-Labels and their Combination on the Swedish Charter Tourist´s Decision Making." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-91035.
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Tourism as one of the biggest industries in the world has been changing continuously and rapidly. The publishing of the Brundtland Report in 1987 has accelerated the discussion about combining economic, social and environmental factors – the so-called triple-bottom line – in order to secure long-term sustainable living conditions on a finite planet for both business and society. This has lead to occurring pressure from different stakeholder groups as for example policy makers or non-governmental organizations (NGO’s) urging for more sustainable business practise within the industry whereas one important pressure group appears to be missing out in this context: the customers of mass tourism products and therefore the demand side within the economic equation. Tourists have been observed to be overall reluctant to pay price premiums for more sustainable travel alternatives and seem to “take vacation” from their everyday green behaviour. Hence at the current point of time eco-tourism appears to be a market niche in which mainly small-scale providers and NGO’s like Nature’s Best in Sweden operate. However integrating mass tourism into the consideration can be seen as a promising opportunity and from an environmental standpoint an urgent necessity as it can be argued that within an industry of this scale, even small improvements towards more sustainable behaviour bear the potential for a substantial impact. The purpose of this study therefore lies in researching the two marketing tools of brands and eco-labels and the influence they can have individually and in combination on the tourist’s decision making delimitated to the context of charter tourism in Sweden. Through the research of this study it was found that currently no directly applicable theory about the combination of brands and eco-labels seems to exist for marketing neither in general, nor for the tourism industry in particular. This strongly indicates the novelty of the topic of combining brands and eco-labels and points out research opportunities. In order to achieve this purpose, a mixed-method research design was used combining qualitative expert interviews from direct business representatives and a quantitative data collection utilizing the scholarly acknowledged marketing research method of conjoint analysis in one of its most up-to-date forms of an adaptive choice-based conjoint analysis. Theory from different fields of study as consumer behaviour and decision making, branding and eco-labelling as well as sustainability marketing was combined and translated into the new and emerging service category of sustainable tourism. From this a conceptual framework was developed combining the data collection results from the mixed-method approach. This leads to the identification of ways for improving current charter tourism companies’ marketing based on the customers’ current view on utilities within certain aspects of the tourism package. Overall this study therefore contributes to the discussion on how demand for sustainable products evolves and can likely be increased. This is seen as a valuable theoretical, practical and societal contribution as it helps improving tourism companies’ understanding of their customer base and supports offering products/services with an improved perceived individual and societal value for charter tourism companies that aim for a higher degree of sustainability in their objectives.
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Kim, Hyowon. "Improving Inferences about Preferences in Choice Modeling." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1587524882296023.
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Williams, Sherry Lee. "Closing the Financial Inclusion Gap by Understanding What Factors Drive Consumer Selection of Financial Service Providers." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/588911.
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Business Administration/Strategic ManagementD.B.A.
This research seeks to determine what factors and combinations of banking features drive the choice of a financial service provider. Two studies have been devised to explore the research question. The initial study, uses factor analysis and logistic regression to examine the importance of perceived cost, convenience, and relational trust in the choice of a financial services provider. An additional study uses choice-based conjoint analysis to conduct an exploratory study to identify combinations of banking features that potential customers perceive as most attractive. The study simulates real-world buying situations that ask research participants to trade one financial services attribute for another. Results from the first study suggest that a consumer’s choice of banks, prepaid cards, online lending, and the US Postal Service for financial services is associated with a preference for convenience while relational trust and perceived cost drives the choice of “street” AFS providers. In the second study, results from the choice-based conjoint analysis suggest that fees are significantly more important than convenience and level of customer contact across all categorical variables (age, gender, race/ethnicity, employment, income, and education). Additionally, in-person customer service contact is considered more important than convenience. Understanding these factors, optimal combinations and proportions, and trade-offs through the eyes of the consumer, may be of value to both policy makers and industry officials alike when grappling with options to strengthen financial inclusion.
Temple University--Theses
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MARCOZ, ELENA MARIA. "ENHANCING REGION DEVELOPMENT THROUGH TYPICAL FOOD MARKETING AND DESTINATION BRANDING." Doctoral thesis, Università Cattolica del Sacro Cuore, 2014. http://hdl.handle.net/10280/2893.
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Questa tesi empirica si concentra sul ruolo svolto dal food marketing (sezione uno) e dal destination branding (sezione due) nel promuovere lo sviluppo di una regione . La tesi è strutturata come raccolta di 4 articoli.
La prima sezione si basa su due ricerche empiriche inerenti il caso della Fontina, un tipico formaggio italiano. L'obiettivo è capire che tipo di valore può essere generato collegando un alimento tipico alla regione di origine / produttore / certificazione. L'analisi approfondisce e supporta studi precedenti sull’ importanza della certificazione DOP e contribuisce individuando un legame tra le preferenze dei consumatori per i prodotti DOP e le differenze territoriali.
La seconda sezione si concentra sul tema della collaborazione nelle destinazioni turistiche, approfondendo il ruolo della fiducia nel rapporto tra benefici (economici e relazionali) realizzabili attraverso service bundling e l'orientamento degli albergatori al networking. Sono stati intervistati 164 albergatori valdostani. I risultati evidenziano che la fiducia media il rapporto tra benefici relazionali e orientamento al networking. Un ulteriore risultato interessante è l'effetto mediazione svolto dell’ innovatività degli albergatori nel rapporto tra benefici economici e orientamento al networking. Lo studio fornisce una segmentazione del settore dell'ospitalità in base all'orientamento al networking degli operatori.This empirical thesis focuses on the role played by typical food marketing (section one) and destination branding (section two) in enhancing the development of a region. The thesis is structured as the collection of 4 papers. The first section is based on two empirical surveys on the case of Fontina, a typical Italian cheese. The aim is to understand which kind of value can be generated by linking a typical food to the region of origin/ producer/ certification. The analysis supports and builds on previous studies on the importance of PDO certification. Importantly, it contributes by eliciting consumers’ preferences for PDO according to territorial differences. The second section focuses on the topic of collaboration in tourism destinations. This research investigates the role of trust in the relationship between benefits (economic and relational) achievable through service bundling and hoteliers’ orientation to networking. 164 hoteliers located in Aosta Valley region in Italy were interviewed. Outcomes highlight that trust mediates the relationship between relational benefits and networking orientation. Another interesting result is the mediation effect of hoteliers’ innovativeness on the relationship between economic benefits and networking orientation. The study provides a segmentation of the hospitality industry according to operators’ networking orientation.
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MARCOZ, ELENA MARIA. "ENHANCING REGION DEVELOPMENT THROUGH TYPICAL FOOD MARKETING AND DESTINATION BRANDING." Doctoral thesis, Università Cattolica del Sacro Cuore, 2014. http://hdl.handle.net/10280/2893.
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Questa tesi empirica si concentra sul ruolo svolto dal food marketing (sezione uno) e dal destination branding (sezione due) nel promuovere lo sviluppo di una regione . La tesi è strutturata come raccolta di 4 articoli.
La prima sezione si basa su due ricerche empiriche inerenti il caso della Fontina, un tipico formaggio italiano. L'obiettivo è capire che tipo di valore può essere generato collegando un alimento tipico alla regione di origine / produttore / certificazione. L'analisi approfondisce e supporta studi precedenti sull’ importanza della certificazione DOP e contribuisce individuando un legame tra le preferenze dei consumatori per i prodotti DOP e le differenze territoriali.
La seconda sezione si concentra sul tema della collaborazione nelle destinazioni turistiche, approfondendo il ruolo della fiducia nel rapporto tra benefici (economici e relazionali) realizzabili attraverso service bundling e l'orientamento degli albergatori al networking. Sono stati intervistati 164 albergatori valdostani. I risultati evidenziano che la fiducia media il rapporto tra benefici relazionali e orientamento al networking. Un ulteriore risultato interessante è l'effetto mediazione svolto dell’ innovatività degli albergatori nel rapporto tra benefici economici e orientamento al networking. Lo studio fornisce una segmentazione del settore dell'ospitalità in base all'orientamento al networking degli operatori.This empirical thesis focuses on the role played by typical food marketing (section one) and destination branding (section two) in enhancing the development of a region. The thesis is structured as the collection of 4 papers. The first section is based on two empirical surveys on the case of Fontina, a typical Italian cheese. The aim is to understand which kind of value can be generated by linking a typical food to the region of origin/ producer/ certification. The analysis supports and builds on previous studies on the importance of PDO certification. Importantly, it contributes by eliciting consumers’ preferences for PDO according to territorial differences. The second section focuses on the topic of collaboration in tourism destinations. This research investigates the role of trust in the relationship between benefits (economic and relational) achievable through service bundling and hoteliers’ orientation to networking. 164 hoteliers located in Aosta Valley region in Italy were interviewed. Outcomes highlight that trust mediates the relationship between relational benefits and networking orientation. Another interesting result is the mediation effect of hoteliers’ innovativeness on the relationship between economic benefits and networking orientation. The study provides a segmentation of the hospitality industry according to operators’ networking orientation.
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Yeh, Marie Angel. "Cards, Creatures and Almost Anything: A Study of Children Trading." Kent State University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=kent1374484103.
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Jarman, Ben. "Essays in optimal auction design." University of Sydney, 2008. http://hdl.handle.net/2123/4627.
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Doctor of Philosophy (Economics)Auctions are an ancient economic institution. Since Vickrey (1961), the development of auction theory has lead to an extremely detailed description of the often desirable characteristics of these simple selling procedures, in the process explaining their enduring popularity. Given the pervasiveness of auctions, the question of how a seller should engineer the rules of these mechanisms to maximize her own profits is a central issue in the organization of markets. The seminal paper of Myerson (1981) shows that when facing buyers with Independent Private Values (IPVs) a standard auction with a specifically selected reserve price (or prices) is optimal, that is, maximizes a seller's expected profits among all conceivable selling mechanisms. In this model, it is assumed that the buyers have perfect information as to the existence of gains from trade. We shall argue that the consequences of this assumption for the design of the optimal auction are not well understood, which motivates our analysis. The three essays of this thesis relax the `known seller valuation' assumption by examining the optimal auction program when the seller (and principal) holds private information representing her reservation value for the good. In the first essay we provide an original technique for comparing ex ante expected profits across mechanisms for a seller facing N>1 potential buyers when all traders hold private information. Our technique addresses mechanisms that cannot be ranked point-by-point through their allocation rules using the Revenue Equivalence Theorem. We find conditions such that the seller's expected profits increase in the slope of each buyer's allocation probability function. This provides new intuition for the fact that a principal does not benefit from holding private information under risk neutrality. Monopoly pricing induces steep probability functions so the seller/principal benefits from announcing a fixed price, and implicitly her private information. An application is presented for the well known k double auction of the bilateral trade literature. In the second and third essays of this thesis, we extend the above framework to allow for informational externalities. Specifically, we allow for the situation in which the seller's private information represents a common value component in buyers' valuations. Thus the seller's private information (say regarding the quality of the good) is of interest to bidders independently of any strategic effects. In recent work Cai, Riley and Ye (2007) have demonstrated that a seller who holds private information about the quality of a good faces an extra consideration in designing an auction; the reserve price signals information to bidders. In a separating equilibrium signalling is costly in the sense that reserves are higher than would be optimal under complete information. We examine the returns to the seller in an English auction from using different types of secret reserve regimes. We find that immediate disclosure of a reserve is preferable to announcement after the auction in the form of a take-it-or-leave-it offer to the winning bidder. Sale occurs less often during the auction for a given reserve price strategy under secret reserve regimes, which increases the incentive for the seller to report more favourable information though the reserve price offer. Separating equilibria involving later announcement therefore generate even lower expected profits to the seller (signalling is more costly) than under immediate disclosure. In the third essay we compare the benchmark signalling equilibrium of immediate disclosure to a screening regime which we call the Right of Refusal. In this extreme form of a secret reserve the seller never announces the reserve price, she simply accepts or rejects the auction price. We find that the Right of Refusal dominates immediate disclosure if the seller's valuation is a sufficient statistic for the private information of interest. Thus a seller with market-relevant private preference information can benefit from not exercising monopoly price setting power. The result also provides conditions under which a competitive screening equilibrium is more efficient than a signalling mechanism. Broadly speaking, screening is better when the common value aspect in the preferences of the informed and uninformed parties are `aligned', and potential gains from trade to the uninformed party are significant. We believe this conclusion to be of particular interest to the design of privatization schemes.
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Thompson, Kelly R. "The millennial generation and wine purchasing beliefs in casual dining restaurants." Diss., Kansas State University, 2010. http://hdl.handle.net/2097/4636.
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Doctor of PhilosophyDepartment of Hospitality Management and Dietetics
Elizabeth B. Barrett
The primary purposes of this research were to 1) use the Theory of Planned Behavior (TPB)to assess Millennial generation wine consumers attitudes, perceived behavioral controls, and subjective norms related to purchasing wine in casual dining restaurants (CDR), and 2) use Conjoint Analysis (CA) to analyze Millennials’ preferences for wine information on the restaurant menu. An instrument was designed based on the TPB and CA and was sent online to 216 consumers using the database of a market research firm (e-rewards). Independent variables (attitude, perceived behavioral control, and subjective norms) were analyzed to predict behavioral intentions to purchase wine. Principal component analysis was combined with multiple linear regression to assess intention. Results identified attitudes and subjective norms as being significant in predicting behavioral intention, perceived behavioral controls was partially significant. Millennial’s believe ordering wine with their friends and family in casual dining restaurants will make them feel smart and sophisticated and will increase the enjoyment of food. However, they do not believe wine consumption is appropriate in CDR’s; they had strong perceptions that wine is purchased for special occasions and consumed in fine dining restaurants. Part II of the study employed conjoint analysis to determine Millennials preferences for wine information on the menu. Results indicated that Millennials prefer menus that provide wine/food pairing information, wine flavor descriptors located near food listings and quality wines at an affordable price. Millennials attitudes, subjective norms, and perceived behavioral controls support previous research that this generation is interested in wine and wine is a social experience that increases their enjoyment of food and time spent with their friends and family. Through the use of CA, the present study suggests wine information on the menu is important to this segment of consumers. Additional research should be conducted to understand the stereotypes this generation has about wine consumption in casual dining restaurants. These operators and owners should consider focusing their marketing efforts showing Millennials enjoying wine while celebrating special occasions with their friends and family. In addition, redeveloping menus in their operations to add wine information may increase interest in wine and generate profit.
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Müller, Johannes. "Wertbasierte Portfolio-Optimierung bei Software-Produktlinien." Doctoral thesis, Universitätsbibliothek Leipzig, 2012. http://nbn-resolving.de/urn:nbn:de:bsz:15-qucosa-83047.
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Das Software Product Line Engineering (SPLE) ist ein ganzheitlicher Ansatz zur Entwicklung und Vermarktung von Software-Produktlinien auf Basis von Software-Systemfamilien. Eine in frühen Phasen des SPLE durchzuführende Aktivität ist das Scoping, bei dem die zu realisierenden Produkte mit den zwischen ihnen bestehenden Wiederverwendungspotentialen identifiziert werden. Bei der Durchführung des Scopings steht der Produkt-Manager vor dem Problem einen Ausgleich zwischen den Bedürfnissen der Kunden und dem Aufwand der Entwicklung zu finden. Durch die bestehenden Wiederverwendungspotentiale bei Software-Systemfamilien wird die Entscheidung zusätzlich erschwert. Aufgrund der bestehenden Komplexität der Entscheidung, wird in Literatur und Praxis eine Unterstützung in Form einer statistisch-mathematischen Optimierung gefordert.
Dieser Forderung nimmt sich die vorliegende Arbeit an. In ihr werden mit der Konstruktion eines Modells gewinnbeeinflussender Faktoren, einer Methode zur wertbasierten Portfolio-Optimierung und eines Prototyps zur Unterstützung der wertbasierten Portfolio-Optimierung und der anschließenden Evaluation dieser Artefakte zwei Fragen adressiert. Erstens wird geprüft, ob die Optimierung von Produkt-Portfolios bei Software-Produktlinien mit statistisch-mathematischen Verfahren unterstützt werden kann. Zweitens wird geprüft, ob die statistisch-mathematische Optimierung von Produkt-Portfolios eine akzeptierte Unterstützung von Software-Anbietern sein kann. Die Arbeit ordnet sich mit ihren Fragen in die Forschung zum Produkt-Management bei Software-Produktlinien ein und trägt die vorgenannten Artefakte bei.
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Hosking, Phillipa. "A conjoint choice experiment analysing water service delivery in three Eastern Cape Municipalities." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/1378.
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This study considers the nature of South African municipal water service delivery, and how marketing strategies can provide a framework for better management of this service. It reflects on the elements that guide municipal decision making and evaluates user preferences for levels of the municipal “water service mix” by employing conjoint analysis. Particular attention is paid to consumer willingness to pay for improvements in the “water service mix”. The study argues that the values municipal consumers attach to the variables of the water service mix need to be better incorporated into decision making regarding water service delivery, and that conjoint analysis is an informative method to assist in generating this information. The study outlines a water service marketing challenge and methods of research followed to deal with it (Chapter One) and the nature of the laws and institutions governing water service provision in South Africa (Chapter Two). The task of providing water services is delegated to Water Service Providers (municipalities). The key variables of the water service mix from the consumers perspective include; quality of the water, rate of flow from tap, interruption of water flow, sewerage disposal, assurance of supply, and water service tariffs (Chapter Three). The study covers the areas of Amathole, Kouga and Nelson Mandela Bay Municipalities' (Chapter Five). The method of marketing analysis applied is conjoint analysis, alternatively known as choice experiment analysis. An overview of the method is provided and its application to three samples of one hundred residents at each of the study sites is described in Chapter Four. The responses of the three hundred residents provide the basis for the results. Respondents were requested to make a series of choices between alternative water service mixes consisting of six variables differentiated by three levels (Chapter Three). In making these choices they implicitly compared and weighed up the relative worth of the selected variables against each other. The findings of the analysis were diverse (Chapter Six); two of the three estimated models did not yield significant results. An interpretation of these results showed that the respondents of the Kouga municipality were willing to pay R65.05 more (per 10 xii Kilolitres of water) than their current monthly tariff for a marginal improvement in water quality, R57.29 more (per 10 Kilolitres of water) per month for a marginal improvement in sewerage disposal and R21.90 (per 10 Kilolitres) per month for marginal improvements in assurance of water supply. Findings showed that willingness to pay for reduced interruptions and improved flow rates was lower and not as highly valued as the abovementioned variables. Most of these findings were consistent with similar international and national studies showing their reliability. Although there has been significant improvement in extending the reach of the network since 1994, the standards of water service provision in South African municipalities do not appear to have improved. The results of this study mirror a number of concerns that have been expressed about the standards of service, particularly sanitation (in publications like the Green Drop Report). Municipal service delivery in these areas would appear to be constrained by a number of issues including a lack of public involvement, legislation, limited financial resources and institutional capabilities. However, it is a service that is too vitally important to be allowed to deteriorate. Marketing analyses can make a valuable contribution to allocating and managing the scarce resources to best satisfy the consumers of water services (Chapter Seven). When consumer orientation is formally introduced as the main objective into the thinking of the service provider, it becomes untenable to offer poor service delivery. But that is exactly what many municipalities appear to be doing. There is a need to get back to the basics – where the consumer is king. This analysis concludes that consumers want, above all else, assurance of water supply, a high quality of water, and safe environmentally sensitive disposal of waste water. It is recommended that municipalities not lose sight of the fact that price is an important part of the marketing mix. From the paying consumers perspective, when the government incorporate too many other considerations into pricing of water services they are, in effect, disengaging price from the marketing mix by not being sensitive to consumer needs. This approach shows a weak marketing strategy, and may result in dissatisfied consumers who may become unwilling to pay for their water services – an outcome that the researcher would discourage.
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Fraccaro, Annalisa. "Price endings of luxury handbags : managerial practices customers' perceptions and preferences." Thesis, Paris 1, 2017. http://www.theses.fr/2017PA01E071.
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En se basant sur la littérature en marketing sur les terminaisons de prix et le pricing du luxe, cette thèse met en évidence le paradoxe résultant de l’utilisation de prix odd (i.e., des prix juste en dessous d’un nombre rond) dans le contexte des produits de luxe où, intuitivement, les prix devraient majoritairement être des nombres ronds. Les pratiques en termes de terminaisons de prix sont étudiées dans la catégorie des sacs à main de luxe. Dans une première partie, la thèse identifie les catégories de terminaison de prix utilisés et les déterminants d’utilisation. Dans une seconde partie, la thèse explore les perceptions des consommateurs concernant différentes facettes du luxe et leur perception globale du caractère luxueux d’un produit selon les terminaisons de prix utilisées. Dans une dernière partie, la thèse étudie les préférences des consommateurs de luxe pour une terminaison de prix ou l’autre. Les résultats de cette thèse offrent de nouvelles perspectives par rapport à la littérature existante sur les terminaisons de prix, dans le sens où ils indiquent que les connotations de prix inférieur, qualité inférieure et prestige inférieur, associées aux prix odd et bien établies dans la littérature n’existent pas pour les produits de luxe, ou du moins pour la catégorie des sacs à main de luxe de niveau intermédiaireDrawing from existing literature on price endings and luxury pricing, this thesis highlights the paradox of adopting odd prices (i.e., prices just below a round number) in a luxury context, where, intuitively, prices should mostly be round numbers. Price endings practices are investigated in the product category of luxury women handbags. In a first empirical analysis, different types of price endings and the determinants of their use by pricing managers are identified. In a second part, the results of two experiments measure customers’ perceptions of different facets of luxury and overall perceived luxury itself. In the last part, a conjoint analysis reveals customers’ preferences for odd price endings. The findings of this thesis challenge previous research on price endings practices, in that they show that well-know low-price, low-quality, low-prestige connotations typical of odd prices in a non-luxury context, might not subsist in a luxury environment, at least for the handbag product category and for an intermediate level of luxury
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Cheng, Tsai Teng, and 蔡天成. "Conjoint Analysis Applied In Innovation Marketing ~ Electric Bicycle As An Example." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/30722686663444652251.
Full textAbstract:
碩士國立中正大學
企業管理研究所
89
Because of electric bicycle is a save energy, no pollution, speed limited, high safety, not need the license, and easy maintenance character of normal bicycle. In the leisure time and environment protection new age, electric bicycle to stir up the new fashion. The study purpose used the conjoint analysis to carry out potential electric bicycle consumer preference difference between the five factors including shape, price, brand, battery and foldable function. Then we can offer the result to manufacture to set the new product marketing strategic. The result of the study: 1.For the importance, potential electric bicycle consumer preference priority is shape, price, bland, foldable and battery. 2.For the part worth, consumer cannot accept the NT$30,000, diamond shape and for Giant brand is a positive preference. 3.The optimal marketing association is cross body shape, NT$10,000 price, Giant brand, Ni-Cd battery and foldable function. Additionally, it was also found that potential electric bicycle consumer concerned the body shapes more than other factors.
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Fonseca, Ana Catarina Reis da. "Marketing Research in the Digital Era: a Comparison Between Adaptive Conjoint Analysis Methods." Master's thesis, 2018. https://hdl.handle.net/10216/117049.
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Fonseca, Ana Catarina Reis da. "Marketing Research in the Digital Era: a Comparison Between Adaptive Conjoint Analysis Methods." Dissertação, 2018. https://hdl.handle.net/10216/117049.
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TSOU, HSIANG-JU, and 鄒翔如. "Animation Films Marketing Segmentation by Conjoint Analysis– Case from National Taiwan Science Education Center." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/54835722068942188025.
Full textAbstract:
碩士國防管理學院
資源管理研究所
96
Animation films use digital content technology to take movies from different views and keep the relative motion from the background such that the audiences feel like that they sit on the surface of the object to look around such as they are the actors in the films. The digital content、which is in Taiwan’s 「two million-million and two star」 project. However、there are not much animation films theaters in Taiwan and most of them are owned by Education Department of R.O.C. Consequently、this research took National Taiwan Science Education Center as the case to analyze the customer’s favorite attributes of animation films theaters and found out 5 attributes of animation films theaters namely actively operation and exploration、types of animation films、technologies used、length of animation films、and price. And then use Conjoint Analysis to analyze the self component utility、design survey samples、and find out marketing segmentation. There are 4 segmentation were found by this research i.e.、special efficacy、animation films types、animation films types-price an animation films types-efficacy. The research results could be the reference to National Taiwan Science Education Center. Also、the analysis procedure can be applied to other animation films theaters.
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"A Comparison of Two Approaches to Measuring Brand Equity in the Hotel Industry." Doctoral diss., 2014. http://hdl.handle.net/2286/R.I.25155.
Full textAbstract:
abstract: Branding and brand management have been top management priorities in the hotel industry. Some researchers have concluded that strong branding would be an efficient way for hotels and hotel chains to differentiate themselves from each other. Recent studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model. Most of these studies have used types of desirability scales examining the importance of individual factors in measuring brand equity. However, they ignore the trade-offs that affect and characterize choice. Particularly, the personal decision process implied by the hierarchical brand equity model is absent. This study proposed two alternative measures of brand equity, analytic hierarchy process (AHP) and conjoint analysis (CA), to address these limitations. The AHP and the CA were compared using several validity measures to aid in selecting efficient methods. This study examined the validity of AHP and CA under two data collection methods applied to hotel branding: paper-based survey and online survey. Result showed that the AHP data collection methods were easier, as well as with respect to saving time and costs. Results also indicated that the AHP is equivalent to the CA with respect to predictive accuracy. Practical differences for hotel branding in attribute preferences were clearly observed between the AHP and the CA. The AHP results were consistent with previous studies by awarding high importance to perceived quality and brand loyalty and lower importance to brand awareness and brand image. Managerial implications were provided for results. In terms of practicality in data collection, the study results revealed that the data gathered online leads to a slightly lower internal and predictive validity. A limitation of this study was that the two methods were not perfectly comparable. Nevertheless, the validity of both AHP and CA seems satisfactory for both methods. The study results also offer useful perspectives to consider when choosing between the two methods, as well as between AHP and CA.Dissertation/Thesis
Ph.D. Community Resources and Development 2014
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JIMENEZ, BUEDO Maria. "The trade-off between efficiency and equality : the role of an economic idea in the political strategy of social democratic parties." Doctoral thesis, 2005. http://hdl.handle.net/1814/5321.
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Defence date: 13 June 2005Examining board: Prof. José María Maravall (CEACS, Juan March Institute) ; Prof. Adam Przeworski (NYU)(External Co-Supervisor) ; Prof. Martin Rhodes (EUI)(Supervisor) ; Prof. Peter Wagner (EUI)
PDF of thesis uploaded from the Library digitised archive of EUI PhD theses completed between 2013 and 2017
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Pien, Shih-Chi, and 卞詩綺. "Conjoint Analysis on the Best Attribute Design of Tourism City :The View of City Image and Event Marketing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/7x8ty8.
Full textAbstract:
碩士銘傳大學
國際企業學系碩士班
102
In this study, based on conjoint analysis, we analyse and forcast the perty of consumer choice for tourism city. The empirical analysis in this study is using the characteristics of city and uses via the conjoint analysis to analyze the properties of such importance attached to different segments of consumers for city. Using conjoint analysis with SPSS and Excel for the derivation of the utility function is estimated. The process of this study is divided into three stages. First, using a questionnaire to collect early stage dimensions of city properties, the outcome will produce an initial property and levels of city image’s characteristics. Second, through the results of the second-order questionnaires with sorting attribute’s importance, selecting the preference of final properties and the collections of the best attributes. Third, use the benefit segmentation and conjoint analysis to collect the relations of properties to the same segment of consumers, depending on the characteristics of the segments, to develop the positioning of city and the marketing strategy of the city manager. Empirical results show the most important attributes which are recreation features, local cultural characteristics, special snacks and gourmet, traffic, shopping functions, city structure, festival events or events related to marketing and government guidance and resources into patterns. Therefore, this study takes propertyies collections of the best city as comprehensive consideration.
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Li, Yuan-Rong, and 李沅融. "A Study on Marketing Combination of Product Features of Taiwan Brewed Tea: An Application of Choice-Based Conjoint Analysis." Thesis, 2019. http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5412035%22.&searchmode=basic.
Full textAbstract:
碩士國立中興大學
應用經濟學系所
107
In recent years, because of the improvement of income and living standards, the demand on tea quality by consumer have become higher and higher through the years，tea have become a culture, an art, instead of just a drink. Consumer no longer limit their concern on quality of tea, but to extrinsic attribute, for example origin, award record, product package, certification. It has become a crucial task for producer to gain popularity among consumer and out preformed other competitor in a competitive market, therefore the main purpose of this thesis is to find consumer’s structure of preference toward tea. Choice Based Conjoint Analysis will be used in this research to find consumer’s structure of preference toward tea. XLSTAT will be used to design conjoint analysis experiment, multinomial logit model will be used to analyzing data to find out the part worth value of each respondent toward each attribute level. Then by using part worth value as a reference, we will be able to segment respondents with similar preference into groups, and their most preferred product combination. Then we’ll be using SPSS to run a chi-square analysis between each segment and consumer habit, drinking habit and population variables to test whether there’s a connection between them. At last we will be using a market simulation tool to find the market share of 14 products designed in this research with every respondent and each segment. The empirical results shows the importance of the attributes to subject in order is price, origin label, type of tea, image of the outer packaging, brand, award record and package. Then according to consumer’s preference to each attribute and level , we divided them into 4 clusters. The first group preferred black tea, affordable prices, award-winning records, indications of origin, practical overall image, novelty of packaging and famous brands. Most of the subjects are under 30 years old, which care mostly about the price and aroma of tea, therefore the design of the product should emphasize the difference in the price and the aroma of tea ,with novelty packaging; the second group preferred oolong tea, affordable price, award-winning record, indication of origin, practical The overall image, regular package and famous brands, the frequency of drinking tea and the preference for taste tea is higher than other clusters. The group believes that drinking tea could control weight. Therefore, when designing products, we should try to lower the price of packaging design, produce high-quality oolong tea, emphasize the taste of tea and function of controlling weight; the third group preferred black tea, affordable price, award-winning record, and indication of origin, practical overall image, regular packaging style and famous brands, the group has the highest preference for black tea, second highest frequency of drinking tea, pays special attention to the origin of tea, and has strong loyalty to the origin. So the product should be consistent with their preference in order to increases their loyalty; the fourth group preferred oolong tea, high price, award-winning record, indication of origin, classic outer image, novel creative packaging and farmer association brand. This group cares most about packaging and tea leaves comparing to others. This group also believed that drinking tea can control weight and help them make friends, but the response to other attributes is not high. Therefore, it is recommended that tea producers should cooperate with the farmer association to design a novelty packaging, and emphasize that you can control your weight and make friends by drinking tea, to attract consumers'' interest in tea, in order to change their preference and consumption behavior.
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McDonald, Tammy Barlow. "Valuing environmental health risks a comparison of stated preference techniques applied to groundwater contamination /." 2001. http://worldcat.org/oclc/422741241/viewonline.
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Nesselhauf, Lucas. "Wine and innovation - Consumer acceptance of new grape varieties and wine packaging." Doctoral thesis, 2018. http://hdl.handle.net/11858/00-1735-0000-002E-E51E-C.
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Osburg, Victoria-Sophie. "Products consisting of materials based on renewable resources: Drivers of purchase intention, consumers' information needs and target groups." Doctoral thesis, 2015. http://hdl.handle.net/11858/00-1735-0000-0022-5FEC-8.
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Van, Zyl Cina. "Optimum market-positioning models for South African arts festival scenarios." Thesis, 2005. http://hdl.handle.net/10500/1246.
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The purpose of the study was to develop an optimum market-positioning model for the special interest tourism market to support arts festivals in South Africa (SA). Three subareas were deemed essential for the model, namely determining which attributes contribute to the success of three arts festival scenarios, comparing the different arts festival packages as a tourism attraction and then combining these subareas to develop a model enabling future researchers and marketers to present a successful arts festival in South Africa.
The three main arts festivals in South Africa, at Potchefstroom, Grahamstown and Oudtshoorn, were studied. Screening questions followed by judgmental and quota sampling were used to select only like-minded respondents from festival attendees on a scenario basis. In personal interviews the data were collected and then analysed using conjoint analysis and game theory. Conjoint analysis was used in a linear regression model with individual ratings for each product. The average of the r-squares in this study was 0,83, indicating a good fit between data and model developed. Then these results were used in the game theory, comparing the three arts festival scenarios to identify the most successful tourism attraction. A different combination of attributes gave each of the three festival scenarios an optimum market position in its own niche market.
The study contributes to the existing body of positioning knowledge, specifically in the festivals and events domain. It also adds value as this model can be applied to other festivals in South Africa and also to other business sectors.Transport Economy, Logistics & Tourism
D. Com. (Tourism Management)
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Sklenařík, Pavel. "Conjoint analýza: za hranice marketingu." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-332647.
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This thesis deals with the conjoint analysis in the context of the possibilities for its use in social science research. The mentioned method is introduced in detail and the text covers both the historical development and statistical background of each type of this analysis. Following practical part of thesis deals with the ability to overcome some typical data validity issues such as social desirability and order effect. Hypotheses, formulated on the basis of literature, are being tested using data obtained from split ballot experiment by comparing outcomes of conjoint analysis with those obtained with conventional rating scales. As the main topic of the conducted study is measuring preferences within individual aspects of ideal job, analysis no surprisingly identifies the salary as the most important attribute, but besides this, conjoint analysis shows potential for being more resistant to the order effect than the standard rating scales.
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Müller, Johannes. "Wertbasierte Portfolio-Optimierung bei Software-Produktlinien: Value-based Portfolio-Optimization of Software Product Lines: Modell, Vorgehen, Umsetzung." Doctoral thesis, 2011. https://ul.qucosa.de/id/qucosa%3A11342.
Full textAbstract:
Das Software Product Line Engineering (SPLE) ist ein ganzheitlicher Ansatz zur Entwicklung und Vermarktung von Software-Produktlinien auf Basis von Software-Systemfamilien. Eine in frühen Phasen des SPLE durchzuführende Aktivität ist das Scoping, bei dem die zu realisierenden Produkte mit den zwischen ihnen bestehenden Wiederverwendungspotentialen identifiziert werden. Bei der Durchführung des Scopings steht der Produkt-Manager vor dem Problem einen Ausgleich zwischen den Bedürfnissen der Kunden und dem Aufwand der Entwicklung zu finden. Durch die bestehenden Wiederverwendungspotentiale bei Software-Systemfamilien wird die Entscheidung zusätzlich erschwert. Aufgrund der bestehenden Komplexität der Entscheidung, wird in Literatur und Praxis eine Unterstützung in Form einer statistisch-mathematischen Optimierung gefordert.
Dieser Forderung nimmt sich die vorliegende Arbeit an. In ihr werden mit der Konstruktion eines Modells gewinnbeeinflussender Faktoren, einer Methode zur wertbasierten Portfolio-Optimierung und eines Prototyps zur Unterstützung der wertbasierten Portfolio-Optimierung und der anschließenden Evaluation dieser Artefakte zwei Fragen adressiert. Erstens wird geprüft, ob die Optimierung von Produkt-Portfolios bei Software-Produktlinien mit statistisch-mathematischen Verfahren unterstützt werden kann. Zweitens wird geprüft, ob die statistisch-mathematische Optimierung von Produkt-Portfolios eine akzeptierte Unterstützung von Software-Anbietern sein kann. Die Arbeit ordnet sich mit ihren Fragen in die Forschung zum Produkt-Management bei Software-Produktlinien ein und trägt die vorgenannten Artefakte bei.:Abbildungsverzeichnis ix
Tabellenverzeichnis xi
Abkürzungsverzeichnis xii
Symbolverzeichnis xiv
1 Einleitung 1
1.1 Stand der Forschung 3
1.2 Forschungsbedarf 5
1.3 Forschungskonzept 7
1.4 Verwendete Methoden und Notationen 9
1.4.1 Method Engineering 10
1.4.2 Software & Systems Process Engineering Meta-Model 12
1.4.3 Merkmaldiagramme 14
1.5 Aufbau der Arbeit 16
I Modell 17
2 Software-Ökonomie 18
2.1 Unternehmen und ihre Produkte 20
2.1.1 Eigenschaften von Software-Produkten 23
2.1.2 Vom Software-System zum Geschäftsmodell 24
2.1.3 Kosten 28
2.1.4 Erlös 31
2.2 Kunden 35
2.2.1 Nutzen und Wertvorstellung 35
2.2.2 Zahlungsbereitschaft 35
2.2.3 Kundenmodell 37
2.3 Konkurrenz und Markt 38
2.3.1 Konkurrenzmodell 38
2.3.2 Ökonomische Besonderheiten von Software-Produkten 39
2.3.3 Struktur von Software-Märkten 40
2.4 Preis 41
2.4.1 Preisbeeinflussende Faktoren 42
2.4.2 Verfahren der Preisbildung 42
2.4.3 Preismodell 44
2.5 Produkt- und Preisdifferenzierung 44
2.5.1 Typen der Preisdifferenzierung 46
2.5.2 Preisdifferenzierung mit Selbstselektion 47
2.5.3 Gewinnoptimalität 48
2.6 Zusammenfassung 49
3 Software-Produktlinien 50
3.1 Prozesse des Software Product Line Engineerings 53
3.1.1 Domain Engineering 54
3.1.2 Anwendungsentwicklung 56
3.1.3 Management 57
3.1.4 Scoping 58
3.2 Methoden des Software Product Line Engineerings 60
3.3 Szenarios des Einsatzes von Software-Systemfamilien 62
3.4 Angereicherte Software-Produktlinien 64
3.5 Kostenmodell bei Software-Systemfamilien 65
3.6 Modell gewinnbeeinflussender Faktoren 68
3.6.1 Interne Einflüsse 68
3.6.2 Externe Einflüsse 70
3.7 Zusammenfassung 71
I I Vorgehen 72
4 Methode zur wertbasierten Portfolio-Optimierung 73
4.1 Die Methode im Überblick 74
4.2 Kundenanalyse 76
4.2.1 Techniken 77
4.2.2 Einsatz 83
4.2.3 Zusammenfassung 88
4.3 Kostenanalyse 89
4.3.1 Techniken 91
4.3.2 Einsatz 94
4.3.3 Zusammenfassung 97
4.4 Konkurrenzanalyse 98
4.5 Optimierung und weitere Schritte 100
4.6 Zusammenfassung 101
5 Merkmalbasierte Generierung adaptiver Conjoint-Studien 102
5.1 Meta-Modelle 103
5.1.1 Merkmalmodelle 103
5.1.2 ACA-PE-Konfigurationen 105
5.2 Abbildung von Merkmalmodellen auf ACA-PE 106
5.2.1 Erste Überlegungen 106
5.2.2 Stufen 107
5.3 Illustrierendes Beispiel 111
5.4 Zusammenfassung 113
6 Wertbasierte Portfolio-Optimierung 114
6.1 Technische Vorbemerkungen 115
6.2 Verwandte Arbeiten 117
6.2.1 Analytische Arbeiten 117
6.2.2 Praktische Arbeiten 118
6.2.3 Besondere Ansätze 121
6.2.4 Schlussfolgerung 122
6.3 Entwurfsproblem bei Software-Produkt-Portfolios 123
6.3.1 Notationsmittel 123
6.3.2 Mathematisches Programm 125
6.4 Lösungsprozedur 126
6.4.1 Finden des optimalen Software-Produkt-Portfolios 127
6.4.2 Identifikation wichtiger Systeme 129
6.5 Illustrierendes Beispiel 129
6.6 Erweiterung 132
6.7 Zusammenfassung 133
I I I Umsetzung 134
7 Software-Prototyp zur wertbasierten Portfolio-Optimierung 135
7.1 Anforderungen 136
7.1.1 Funktional 136
7.1.2 Nicht-funktional 140
7.2 Technologiestudie 140
7.3 Entwurf 143
7.4 Implementierung 146
7.4.1 Spezifikationseditor 146
7.4.2 ACA-PE-Editor 151
7.4.3 Anwendungskern 152
7.5 Test 157
7.6 Zusammenfassung 157
8 Evaluation 158
8.1 Demonstration 158
8.2 Ergebnisgüte und Skalierbarkeit 162
8.2.1 Theoretisches Testdaten-Modell 163
8.2.2 Testtreiber und Testdatengenerator 166
8.2.3 Auswertung 167
8.3 Akzeptanz 174
8.3.1 Untersuchungsdesign 174
8.3.2 Auswertung 175
8.4 Zusammenfassung 176
9 Zusammenfassung und Ausblick 177
IV Anhang 181
Glossar 182
Literaturverzeichnis 184
A Befragungen 206
A.1 Befragung zur praktischen Relevanz der Portfolio-Optimierung 206
A.2 Experteninterview zur Akzeptanz 208
B Herleitungen 214
B.1 Struktur von Software-Märkten 214
B.2 Gewinnoptimalität der Preisdifferenzierung mit Selbstselektion 219
B.3 Preis-Subproblem für den Simplex-Algorithmus 227
B.4 Beispiel analytisch bestimmter Testdaten 228
C Modelle und Ausgaben des Prototyps 229
Wissenschaftlicher und persönlicher Werdegang 232
Selbstständigkeitserklärung 233