Application of Conjoint Analysis for Customer Value-based Pricing

Abstract

This paper aimed to conclude the methods researchers used in each step of customer value-based pricing with conjoint analysis. This would help the practitioners in application to determine an optimal price easier. Research papers in international data based were convenience random sampling. The results showed the percentage of alternatives in each step. In the step of attributes generation, a consumer survey is used mostly. Several methods were used in level generation. The number of attributes ranged from four to six. Mostly, the level scales were non-metric and ranged from two to five in amounts. The choice-based technique was preferred to full profiles. Discrete choice models or pair comparisons were preferred to ranking and rating in the data collection process. The analysis methods were varied but the regression analysis was most used.