Objectives
Identify value of various factors in purchase of heavy equipment including brand, price, durability, performance, and service intervals. The results of the research were used to create a model to test various pricing strategies and resulting market shares based on attribute combinations.
Research Solution
Online Conjoint Survey
Business purchase decision makers regarding purchase of heavy equipment for their companies were screened and recruited from national online survey panel. Survey was designed to measure relative importance of attribute levels via a conjoint exercise embedded into survey.
