KOREASCHOLAR

APPLICATION OF CONJOINT-ANALYSIS FOR THE ESTIMATION OF MULTI-ATTRIBUTIVE PRODUCT’S UTILITY

Irina N. Shafranskaya
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271961
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1155-1162
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Real estate housing market in former USSR was highly regulated and standardized in terms of product offering. Transition economy slightly changes this situation – consumers start to demand the new quality of housing while developers begin to implement the advanced building technologies and change the product attributes. The structure of consumers’ preferences forms product utility, which could be measured by using decompositional methods. We implement hierarchical information integration approach that let us represent the real estate housing object utility as a sum of part-worth utilities of various attributes. Using special research design we estimate the utility of current market offer. The results highlight that the reason of poor sales performance could underlie in the gap between consumers’ preferences and real estate housing items configuration.

Author
  • Irina N. Shafranskaya(National Research University Higher School of Economics)