TY - GEN
T1 - Influence of LPG retail branding on household customer preference in Luzon, the Philippines using Conjoint Analysis
AU - Armea, Joshua Grenel L.
AU - Prasetyo, Yogi Tri
AU - Nadlifatin, Reny
AU - Persada, Satria Fadil
AU - Chuenyindee, Thanatorn
N1 - Publisher Copyright:
© 2022 ACM.
PY - 2022/5/13
Y1 - 2022/5/13
N2 - LPG has been an essential part of every Filipino household because of its application for cooking. For years to come, demand for LPG in the Philippines, particularly in Luzon, is expected to continuously increase. This study aimed to derive the influence of branding to customer preference of Filipino LPG-user households by utilizing conjoint analysis. The study considered a total of 7 attributes, namely brand, price, free installation service, delivery time, tank appearance, regulator type and weight. The study found that brand was the most important factor for consumers. It was followed by tank appearance, price, free installation service, regulator type, delivery time, and weight. The results can help in developing marketing plans for LPG retailers to improve their appeal to customers and ultimately increase their market share.
AB - LPG has been an essential part of every Filipino household because of its application for cooking. For years to come, demand for LPG in the Philippines, particularly in Luzon, is expected to continuously increase. This study aimed to derive the influence of branding to customer preference of Filipino LPG-user households by utilizing conjoint analysis. The study considered a total of 7 attributes, namely brand, price, free installation service, delivery time, tank appearance, regulator type and weight. The study found that brand was the most important factor for consumers. It was followed by tank appearance, price, free installation service, regulator type, delivery time, and weight. The results can help in developing marketing plans for LPG retailers to improve their appeal to customers and ultimately increase their market share.
KW - Conjoint Analysis
KW - LPG retail
KW - branding
KW - customer preference
UR - http://www.scopus.com/inward/record.url?scp=85137665199&partnerID=8YFLogxK
U2 - 10.1145/3543106.3543133
DO - 10.1145/3543106.3543133
M3 - Conference contribution
AN - SCOPUS:85137665199
T3 - ACM International Conference Proceeding Series
SP - 156
EP - 163
BT - ICEMC 2022 - 2022 8th International Conference on E-business and Mobile Commerce
PB - Association for Computing Machinery
T2 - 8th International Conference on E-Business and Mobile Commerce, ICEMC 2022
Y2 - 13 May 2022 through 15 May 2022
ER -