Using Conjoint Analysis to Study Consumers Choice of Supermarkets

Yen Siew Hwa, Cheah Hoay Chin

Abstract


ABSTRACT
This paper applied Conjoint Analysis to investigate the relative importance of supermarket attributes and part-worth utilities of attribute levels that affect consumer choice of supermarkets. A study was carried out on consumers working at the Penang Free Industrial Zone factories. The attributes identified to describe a supermarket are: distance of the supermarket from the respondent’s house or office, availability of other nearby stores, product price, availability of parking space and service level provided by the supermarket. The outcomes show that, in general, most shoppers are attracted to low prices and availability of parking space. Several segmented models indicate that respondents with different socio-economic background tend to have slightly different preferences on the attributes of the supermarkets. This study hopes to provide valuable inputs to the present and future supermarket retailers on the factors that influence consumer choice of supermarket.
ABSTRAK
Kertas ini menggunakan analisis ‘Conjoint’ untuk mengkaji kepentingan relatif ciri-ciri pasaraya dan utiliti ‘part-worth’ untuk tahap ciri-ciri pasaraya yang mempengaruhi pilihan pasaraya oleh pengguna. Satu kajian kes telah dilakukan dalam kalangan pengguna yang bekerja di kilang-kilang di Zon Industri Bebas Pulau Pinang. Ciri-ciri yang dikenal pasti menerangkan suatu pasaraya adalah: jarak pasaraya dari rumah atau pejabat responden, kewujudan kedai-kedai lain berdekatan pasaraya, harga produk, kemudahan tempat letak kereta dan perkhidmatan yang disediakan oleh pasaraya. Hasil kajian menunjukkan bahawa, secara umumnya, kebanyakan pembeli tertarik dengan harga yang rendah dan kemudahan letak kereta yang baik. Beberapa pembahagian model yang lain menunjukkan bahawa wujudnya sedikit perbezaan terhadap pilihan pasaraya berasaskan latar belakang sosio-ekonomi responden. Kajian ini juga berharap dapat memberi input penting mengenai faktor yang mempengaruhi pilihan pengguna ke atas pasaraya kepada peniaga di pasaraya yang sedia ada dan juga bakal peniaga di pasaraya.


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