The importance of attributes in customers' buying decisions: a case of bridal business

Tang, Chun Meng (2013) The importance of attributes in customers' buying decisions: a case of bridal business. In: Proceedings of the International Conference on Managing the Asian Century. pp. 395-401. From: ICMAC 2013: International Conference on Managing the Asian Century, 11-13 July 2013, Singapore.

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This paper describes an application of the best-worst scaling method to identify attributes that are perceived important by customers shopping for a bridal package. The best-worst scaling method requires respondents to choose from a set of attributes one attribute which is perceived the most important and one the least important. A total of 239 valid responses were collected during a three-day wedding exhibition and analyzed. Besides the importance of attributes, analyses showed that some of the attributes had high heterogeneity. A high heterogeneity among attributes generally indicates a probable niche market. A two-step cluster analysis was also performed to explore if the respondents could be further categorized into clusters. Two clusters were identified. One cluster appreciated tangible attributes, whereas the other appreciated intangible attributes. The findings provide valuable customer insights for the formulation of business and marketing strategies in the bridal business.

Item ID: 33219
Item Type: Conference Item (Research - E1)
ISBN: 978-981-4560-61-0
Keywords: best-worst scaling, cluster analysis, hHeterogeneity, marketing strategies
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Date Deposited: 15 May 2014 03:14
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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