Institutional Repository
Technical University of Crete
Technical University of Crete
EN
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| URI: | http://purl.tuc.gr/dl/dias/A5B8D845-7D58-461E-9CC5-B09EC145AE79 | ||
| Year | 2017 | ||
| Type of Item | Diploma Work | ||
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| Bibliographic Citation | Maria Papadaki, "Measuring consumer preferences of cereal bars using choice based conjoint analysis", Diploma Work, School of Production Engineering and Management, Technical University of Crete, Chania, Greece, 2017 https://doi.org/10.26233/heallink.tuc.69357 | ||
| Appears in Collections |
This study employs a choice experiment approach to investigate cereal bars attributes (brand, price and pack) preferred by consumers in Greece, and consumer segments based on preferences and social-demographics factors. The software for the estimation procedure that we use is Sawtooth’s implementation of CBC. We use a latent class model to examine the heterogeneity in consumers preferences for cereal bars attributes and to profile consumers in a best model fit of six classes. Also, Pearson chi-square tests were applied in this study, as they can be applied to nonmetric data and for one or more samples and finally, we used Multivariate analysis of variance (MANOVA) to assess relationships between two or more variables.
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