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

Mohsen Nazari, Mahdi Elahi


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.


Full Text:


DOI: https://doi.org/10.5296/jmr.v4i1.1082

Copyright (c)

Journal of Management Research ISSN 1941-899X

Email: jmr@macrothink.org

Copyright © Macrothink Institute


To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.