Abstract
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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
