A Study of Consumer Preferences for Higher Education Institutes in Tehran through Conjoint Analysis

Abstract

As the nature of the educational atmosphere grows more competitive, the role of marketing develops more meaningfully in this industry. One of the key aiding components of marketing effort is to understand consumers’ preferences in their training purchase decision process. By implementing conjoint analysis, present study investigates how consumer do tradeoff between preferences of number of attributes and the importance they attached to each of these attributes. Result shows that the three most important attributes studied are word-of-mouth, trainer's academic qualification and trainer's practical experience. Findings of current study reveal which attributes are important to consumers and provide essential implications for marketers in developing actionable marketing communications.