Conjoint Analysis: uma Aplicação ao marketing

Abstract

Marketing activity has long recognized the importance of measure the quality and value perceived by consumers and their interdependence with satisfaction (Zeithaml, 1988). A well-measured measurement of consumer preference can result in marketing benefits to business units, such as customer loyalty to the brand, which, in an extremely competitive period, becomes one of the most valuable marketing strategies and competitive advantages. The structure of consumer preferences can be understood as activities directly related to the behavior of choice, decision to purchase and consume goods and / or services, including the decision processes that precede and / or succeed these actions. It is for this purpose that the conjoint analysis (CA) or Joint Factor Analysis (ANCF) stands out, its objective is to help marketers understand the complexity of the consumer choice and purchase decision process, called consumer preference structure. . Therefore, conjoint analysis is one of the most suitable statistical techniques for: launching a new product, improving an existing one, discovering, testing and measuring markets of interest, knowing how an existing product is positioned in a target market and knowing its advantages and disadvantages in relation to competitors, that is, to identify the main factors that have a greater influence on the purchase decision in order to make it more competitive. 9 ‘ In this work, two aspects of conjoint analysis will be presented, the traditional, conjoint analysis based on grades and rank (rank) and conjoint analysis based on choices, an alternative methodology that has been increasingly used by researchers. Its advantages and disadvantages, its applications, its particularities and its inferences will be presented. Finally, we will present a case from the telecommunications area.