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Consumer Preferences and Brand Equity Measurement of Spanish National Daily Newspapers: A Conjoint Analysis Approach

Published online by Cambridge University Press:  10 April 2014

Jesús Varela Mallou ,
Antonio Rial Boubeta  and
Teresa Braña Tobío
Jesús Varela Mallou*
Affiliation:
University of Santiago de Compostela
Antonio Rial Boubeta
Affiliation:
University of Santiago de Compostela
Teresa Braña Tobío
Affiliation:
University of Santiago de Compostela
*
Address correspondence to: Prof. Dr. Jesús Varela Mallou, Dpto. Metodología de las Ciencias del Comportamiento. Facultad de Psicología.Universidad de Santiago de Compostela. 15706 Santiago, A Coruña (Spain). E-mail: mtsuso@usc.es Http: www.usc.es/psicom
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Abstract

Brand is a product attribute that, for many types of goods or services, makes a major contribution to consumer preferences. Conjoint analysis is a useful technique for the assessment of brand values for a given consumer or group of consumers. In this paper, an application of conjoint analysis to the estimation of brand values in the Spanish daily newspaper market is reported. Four newspaper attributes were considered: brand (i.e., newspaper name), price (0.60, 1.05, or 1.50 euros), Sunday supplement (yes/no), and daily pullout (yes/no). A total of 510 regular readers of the national press, stratified by age and sex, were asked to rank 16 profiles representing an orthogonal fraction of the possible attribute-level combinations. Brand was by far the most important attribute, whereas price had negligible effect. More generally, the results confirm the utility of conjoint analysis for assessing brand equity in the newspaper market and for estimating the relative importance of the various attributes to different subgroups of consumers.

La marca es el atributo de un producto o servicio que puede ejercer gran influencia en las preferencias de los consumidores. El análisis conjunto es una técnica muy útil para conocer el valor que una marca tiene para un grupo de consumidores. En este trabajo se presenta una aplicación del análisis conjunto en la estimación del valor de la marca en el mercado de la prensa nacional española. Se han considerado cuatro atributos de un periódico: la marca (el nombre del periódico), el precio (0.60, 1.05 ó 1.50 euros), el Suplemento Dominical (con o sin suplemento), y el Cuadernillo Diario (con o sin cuadernillo). La muestra, compuesta por un total de 510 lectores habituales de prensa nacional, fue estratificada por edad y sexo. Los sujetos tuvieron que ordenar 16 estímulos que representaban una fracción ortogonal de todas las combinaciones de atributos y niveles posibles. Los resultados muestran que la marca es el atributo más importante, mientras que el precio tiene un efecto mínimo. Además, éstos confirman la utilidad que tiene el análisis conjunto para conocer el valor de la marca en el caso de un periódico, así como para estimar la importancia relativa de distintos atributos en diversos grupos de consumidores.

Keywords

consumer behaviorbrand equityconjoint analysiscomportamiento del consumidorvalor de la marcaanálisis conjunto
Type
Articles
Information
The Spanish Journal of Psychology , Volume 4 , Issue 1 , May 2001 , pp. 48 - 54
Copyright
Copyright © Cambridge University Press 2001

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