IJERT-EMS
IJERT-EMS

A Study on Consumer Preference for Laptop Products using Conjoint Analysis and Cluster Analysis


A Study on Consumer Preference for Laptop Products using Conjoint Analysis and Cluster Analysis
Authors : Wahyu Oktri Widyarto, Nugraheni Djamal, Alif Rizki Awali
Publication Date: 16-08-2017

Authors

Author(s):  Wahyu Oktri Widyarto, Nugraheni Djamal, Alif Rizki Awali

Published in:   International Journal of Engineering Research & Technology

License:  This work is licensed under a Creative Commons Attribution 4.0 International License.

Website: www.ijert.org

Volume/Issue:   Volume. 6 - Issue. 08 , August - 2017

e-ISSN:   2278-0181

Abstract

Laptops own attributes which are commonly offered and widely known by consumers. The present study is aimed to determine the level of each attribute which becomes consumer consideration in buying laptop products, grouping the consumers based on characteristics similarity with attributes. The method employed was Conjoint Analysis. Cluster Analysis was used to group the respondents. From the data collection, there are five things considered important: RAM Memory, Processor, Brand, Hard Disk Capacity, Operating System; and attribute level of these three brands: I, C, and A. The results of study are: the consumers consider the BRAND attribute is the most important with the importance value of (32.79%) with the level Brand C, and then followed by RAM factor (21.06%) with a capacity of 8 GB RAM, HDD (17.67%) with a hard disk capacity of 1 TB, OS (16.93%) and Operating System Windows level, Processor (11.53%) with Intel level. The consumer grouping, which uses K-Means Cluster analysis by entering utility value as the variable being grouped, obtains two clusters where cluster one is the employee group, and cluster two is the general group (Students/ Employees).

Citations

Number of Citations for this article:  Data not Available

Keywords

Key Word(s):    

Downloads

Number of Downloads:     13
Similar-Paper

Call for Papers - May - 2017

        

 

                 Call for Thesis - 2017 

     Publish your Ph.D/Master's Thesis Online

              Publish Ph.D Master Thesis Online as Book