Title: Identifying customer value in emerging markets via conjoint analysis: a case study of an Estonian packaging company

Authors: Andrus Kotri; Jim Mourey

Addresses: Faculty of Economics and Business Administration, University of Tartu, Andrus Kotri, Narva mnt 4 – A214, Tartu, 51009, Estonia. ' Stephen M. Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, Michigan, 48109–1234, USA

Abstract: The current paper considers the use of conjoint analysis in emerging economies, specifically considering the customer values and consumer segments of a leading plastic packaging material producer in Estonia. In doing so, the paper builds upon and extends the customer needs identification and conjoint analysis literature. The analysis successfully identified the most important attributes and revealed four customer segments that seek fundamentally different needs: delivery speed, flexibility of offering, quality for money and product appearance. Managerial implications for using conjoint analysis in emerging markets to better understand consumer needs for the purpose of value creation and segmentation are discussed.

Keywords: customer preferences; conjoint analysis; segmentation; market research; B2B markets; Estonia; business-to-business; customer value; packaging industry; emerging economies; consumer segments; plastic packaging; customer needs; customer segments; delivery speed; flexibility; product quality; product appearance; consumer needs; value creation; Estiko Plastar; emerging markets; marketing.

DOI: 10.1504/IJBEM.2012.044318

International Journal of Business and Emerging Markets, 2012 Vol.4 No.1, pp.49 - 68

Published online: 31 Oct 2014 *

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