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Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Author

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  • Kushagra Kulshreshtha
  • Naval Bajpai
  • Vikas Tripathi

Abstract

The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

Suggested Citation

  • Kushagra Kulshreshtha & Naval Bajpai & Vikas Tripathi, 2017. "Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 3(1), pages 13-37.
    • Handle: RePEc:ids:ijbfmi:v:3:y:2017:i:1:p:13-37
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    Cited by:

    1. Ardvin Kester S. Ong & Yogi Tri Prasetyo & Lance Albert S. De Leon & Irene Dyah Ayuwati & Reny Nadlifatin & Satria Fadil Persada, 2022. "Plantitas/Plantitos Preference Analysis on Succulents Attributes and Its Market Segmentation: Integrating Conjoint Analysis and K-means Clustering for Gardening Marketing Strategy," Sustainability, MDPI, vol. 14(24), pages 1-24, December.
    2. Dubey, Prince & Bajpai, Naval & Guha, Sanjay & Kulshreshtha, Kushagra, 2020. "Mapping gender and marital roles on customer delight by value perception for mobile technology in India," Technology in Society, Elsevier, vol. 62(C).
    3. Ma, Wanglin & Zhou, Xiaoshi & Renwick, Alan, 2019. "Impact of off-farm income on household energy expenditures in China: Implications for rural energy transition," Energy Policy, Elsevier, vol. 127(C), pages 248-258.

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