Influence of LPG retail branding on household customer preference in Luzon, the Philippines using Conjoint Analysis

Joshua Grenel L. Armea, Yogi Tri Prasetyo*, Reny Nadlifatin, Satria Fadil Persada, Thanatorn Chuenyindee

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationICEMC 2022 - 2022 8th International Conference on E-business and Mobile Commerce
PublisherAssociation for Computing Machinery
Pages156-163
Number of pages8
ISBN (Electronic)9781450397162
DOIs
Publication statusPublished - 13 May 2022
Event8th International Conference on E-Business and Mobile Commerce, ICEMC 2022 - Virtual, Online, Korea, Republic of
Duration: 13 May 202215 May 2022

Publication series

NameACM International Conference Proceeding Series

Conference

Conference8th International Conference on E-Business and Mobile Commerce, ICEMC 2022
Country/TerritoryKorea, Republic of
CityVirtual, Online
Period13/05/2215/05/22

Keywords

  • Conjoint Analysis
  • LPG retail
  • branding
  • customer preference

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