An Analysis of Choice Criteria Using Conjoint Analysis

The trade‐off consumers make when acquiring a video recorder is investigated in both rental and buying situations. Out of five factors, product features were consistently rated as being of least importance when compared with format, price, brand and appearance. In general, the dangers of a product orientation are evident, and manufacturers are recommended to consider the study's implications in other product areas and to assess the consumer's perception of the total product offering, rather than focusing narrowly on product attributes.