Akademik Veri Yönetim Sistemi
6th International CEO (Communication, Economics, Organization) Congress, New York, Amerika Birleşik Devletleri, 16 - 18 Haziran 2023, cilt.1, ss.917-926
In order
to combat customer satisfaction and competition conditions in the consumer
market, companies must be able to produce products that meet the demands of
consumers. In order to compete with many products in the market and to be the
reason for preference, the consumers wishes gain importance. In this context,
it is of great importance to understand the preferences of consumers in the
selection of cleaning products and to produce according to these preferences.
The
subject of the study is the examination of the factors affecting the
preferences of cleaning materials in the consumer market with the conjoint
analysis method. Conjoint analysis, which is one of the multivariate
statistical analysis methods, is a widely used analysis to measure and
determine how consumer preferences change within the scope of multi-feature and
qualified products.
The aim
of the study is to determine the degree of importance of the factors that
people give the most importance in the selection of cleaning materials and to
determine which of the determined levels will be demanded more. After this
determination, it is the examination of which features the company should give
importance to the production of cleaning materials according to the
preferences. Cards consisting of the factors of price, brand, smell,
accessibility and degree of promotion, which are important in the selection of
cleaning materials, were prepared. For these cards, the participants were asked
to rank from the most preferred to the least preferred. As a result of the
study, it was determined that the brand of cleaning materials was the most
important among the preferences with 32%.