Application of conjoint analysis in studying demand for MP3 players on the B-H market
Application of conjoint analysis in studying demand for MP3 players on the B-H market

Summary/Abstract: Purpose: The paper illustrates practical aspects of conjoint analysis in studying evaluation and preference criteria when buying hardware MP3 players among the youth, as the most significant segment of such product buyers. Methodology: The methodology consisted of several surveys of young consumers in the Sarajevo region. In the first step, we used unstructured focus group interviews combined with a series of multiple-choice and open-ended questions for identifying product attributes and attribute levels that are relevant to consumers’ preferences. After the main attributes and the levels of attributes had been selected, they were combined to form different hypothetical product profiles. Obtained data were analyzed with the help of the conjoint analysis software. Findings: The results show that MP3 player manufacturers and sellers should focus their marketing strategies on the brand when targeting young people, as the most significant market segment for such products. The findings of the demand and price sensitivity analysis imply that the buyers of this product category are generally price-sensitive and therefore willing to switch brands. Limitations: While the study covered the most important attributes regarding MP3 players, it might be desirable to include design as an additional attribute as well as more brands. Also, a sample size could be increased to allow market segmentation based on the obtained part-worths.

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