The influence of consumption situation and product involvement over consumers’ use of product attribute
Abstract
A conjoint analysis study of consumers’ choice of a popular product examined whether consumption situation and involvement influenced significantly the importance allocated by consumers to a number of key attributes determined by a sample of experts and product users. A large sample drawn from diverse wine retail outlets was asked to rank ten hypothetical wine products, the purchase of which related to three different consumption situations. While price remained the most important factor overall, all three other attributes were ranked differently depending upon the intended usage situation and the level of product involvement exhibited by respondents.
Keywords
Citation
Quester, P.G. and Smart, J. (1998), "The influence of consumption situation and product involvement over consumers’ use of product attribute", Journal of Consumer Marketing, Vol. 15 No. 3, pp. 220-238. https://doi.org/10.1108/07363769810219107
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited