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Analisis preferensi konsumen terhadap multiatribut produk film ( Studi kasus konsumen pengunjung bioskop )
The purpose of this study is to understand how consumers use different attributes when evaluating movie alternatives at the cinema. The study uses conjoint analysis to identify the relative importance of movie attributes and the utilities of the levels of movie attributes. Individuals with similar preference structures are then grouped into some segments using cluster analysis. The attributes selected in this study are genre, symbolism, country of origin, actor, director, information sources, and pricing strategy. The results of aggregate conjoint analysis show that genre is the most important attribute. Second most important is country of origin, followed closely by pricing strategy. The results of cluster analysis show that individuals can be grouped into three different segments based on their relative importances. Each segment has at least one or two attributes that distinguish it from other segments. Interpretations, managerial implications, and limitations are discussed further.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8132 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Marketing Consumer research Market segmentation Consumer Consumer choice Preference Cinema Conjoint |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 144 p. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |