Identifying customer value in emerging markets via conjoint analysis: a case study of an Estonian packaging company
by Andrus Kotri; Jim Mourey
International Journal of Business and Emerging Markets (IJBEM), Vol. 4, No. 1, 2012

Abstract: The current paper considers the use of conjoint analysis in emerging economies, specifically considering the customer values and consumer segments of a leading plastic packaging material producer in Estonia. In doing so, the paper builds upon and extends the customer needs identification and conjoint analysis literature. The analysis successfully identified the most important attributes and revealed four customer segments that seek fundamentally different needs: delivery speed, flexibility of offering, quality for money and product appearance. Managerial implications for using conjoint analysis in emerging markets to better understand consumer needs for the purpose of value creation and segmentation are discussed.

Online publication date: Fri, 31-Oct-2014

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