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A Study of Consumer Preferences for Higher Education Institutes in Tehran through Conjoint Analysis

Mohsen Nazari, Mahdi Elahi

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.

Introduction: The main purpose of this research is to understand the consumers perception and attitude towards various companies of computer with this how they take decisions, regarding their purchasing pattern it has minutely observed that customers consumption & purchasing pattern during the research. The various factors that can affect the purchasing decision like, quality of the product, brand image in the market and regulatory in the supply etc has been analyzed. This will give opportunity to get the brief idea of the study and the limitations in the research and they can try to cope up with them. The organization can utilize information to formulate &formulate their market strategy according to customers expectation. Number of Pages of Project Report: 62 Package Includes: Synopsis + Project Report Project Format: Document (.doc) Table of Contents of Project Report: 1. Introduction to industry 1.1 Introduction 1.2 Features of the IT Industry at a Glance 1.3 The Indian IT Services Exports Scenario 1.4 The role of the IT Industry 1.5 Major Steps taken for promotion of IT Industry 2. Introduction to company 2.1 Introduction 2.2 Latest financial press release 2.3 Philosophy of Quality 2.4 Quality at HCL Infosystems 2.5 Awards and Accolades 2.6 Alliances and Partnerships 2.7 HCL Advantage 2.8 Services provided by HCL 2.9 6 S Offerings for Business Empowerment 2.10 Facilities Management 2.11 System Integration 3. Research Methodology A. Title 1. Title justification B. Objectives 1. Objective one 2. Objective two C. Significance of the Study 1. Significance of the industry 2. Significance for the researcher D. Research Design 1. Probability/Non- Probability 2. Exploratory/Descriptive/Experimental Research E. Sampling Methodology 1. Sampling Unit 2. Sampling Technique 3. Sampling Area 4. Sampling Size F. Limitations 4. Fact and Findings

5. Data Analysis and Interpretation 6. Recommendations 7. Conclusion 8. Bibliography 9. Annexure 1. Questionnaire