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[Understanding factors that influence consumer preferences for a product is vital for marketers for developing appropriate marketing strategies and winning over competition. But measuring the impact of each factor on consumer preferences is difficult due to consumers’ trade-off between attributes and other factors. The main objective of this study is identifying the factors that affect consumer preferences for different cement brands in Ethiopia. The study uses the conjoint analysis technique to analyze consumer preferences for cement products. This is a multivariate technique that is used for understanding consumer preferences for a product from a bundle of the product’s attributes and other factors. The study also uses the random sampling technique to select respondents from individual home builders as consumers of different brands. The sample size is 100. The variables are preference (dependent variable), price, quality, packaging, service, external influencers, advertising, and socio-demographic and economic factors like age, sex, and income. The findings of the study show that service, price, quality, income level, and gender of the respondents significantly influence consumer preferences for cement products. Among product attributes service is the main attribute that influences consumer preferences followed by price and quality. In terms of profile preferences, the product profile with lower than average market price, being as per the standard quality, using paper bags for packaging, and good service have the highest utility value. This indicates that consumers prefer a specific bundle of attributes in cement. Thus, marketers of cement product need to carefully organize attributes that are preferred more by consumers.]
Published: May 28, 2020
Keywords: Consumer preference; Cement product; Conjoint analysis; Ethiopia; M11; M31; M38; M16; L74; D11; C12
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