A conjoint analysis study of consumers’ choice of a popular product examined whether consumption situation and involvement influenced significantly the importance allocated by consumers to a number of key attributes determined by a sample of experts and product users. A large sample drawn from diverse wine retail outlets was asked to rank ten hypothetical wine products, the purchase of which related to three different consumption situations. While price remained the most important factor overall, all three other attributes were ranked differently depending upon the intended usage situation and the level of product involvement exhibited by respondents.
Journal of Consumer Marketing – Emerald Publishing
Published: Jun 1, 1998
Keywords: Alcoholic drinks industry; Conjoint analysis; Consumer behaviour; Consumer marketing; Involvement; Product attributes
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