What is it about?
The empirical study was conducted among Indian consumers for getting the true opinion under real buying situation. Therefore, the 330 respondents were asked about their opinion on the different combinations.
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Why is it important?
This piece of research exhibits the consumer preference for a given consumer durable using conjoint analysis.
Perspectives
Those who are willing to empirically examine the consumer preference for brand, celebrity, country of origin, price and type of advertisement may refer to this article as to how these all affect the consumer preference altogether.
Dr Kushagra Kulshreshtha
GLA University, Mathura
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This page is a summary of: Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach , International Journal of Business Forecasting and Marketing Intelligence, January 2017, Inderscience Publishers,
DOI: 10.1504/ijbfmi.2017.082542.
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