The Importance of Apple attributes: A Comparison of Self-explicated and Conjoint Analysis Results
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the goal of this article was to determine the
importance of apple attributes using two research
techniques – self-explicated procedure and conjoint
analysis. Research was conducted on a sample of 426
consumers of apples in Zagreb, Croatia.
The results of self-explicated and conjoint analysis
procedures revealed differences in ranking of apple
attributes regarding their importance. It is demonstrated
that conjoint analysis gives more detailed results and that
it is not influenced by respondents’ tendency to give
socially acceptable answers. The results of conjoint
analysis also give more information for the producers of
apples who can use them to create a product that matches
consumers’ wishes.