Measuring consumer preferences for sales promotion schemes through conjoint design in FMCG sector

Abstract

This paper first attempts a brief synthesis of the existing literature on consumer respect to sales promotion and use of conjoint design in the study of consumer preferences. Based on insights developed through literature serach, the objective for this study are set. Then brief description of the methodology adopted is provided, which is followed by important findings and the result of a survey designed to empirically assess the consumer decission0making process using conjoint design. The paper concludes with a discussion of the results, managerial implications, limitations of the study and future research directions.