Attribute preferences on clothing reselling platforms of Italian consumers - impact of different attribute levels on platform adoption

• Autor(a) principal: Barthold, Johanna Katharina
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/144908
• topic: Marketing research; Perceptual maps; Conjoint analysis; K-means clustering; Clothing reselling platforms; Consumer insights; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The individual part is taken out of the conjoint analysis and is comprised of counterfactual scenarios, which have been conducted to allow further insights into consumer preferences, especially into price sensitivity. For this purpose, starting with the attribute composition of the most realistic market scenario, scenarios have been created for the most important attributes of the conjoint study: buyer protection, product price and additional fee. The analysis of the different scenarios enabled the finding that price sensitivity does depend on the brand on the one hand and on the type of monetary component, i.e. product price and additional fee.