Consumer Preference Analysis on Flute Attributes in Indonesia using Conjoint Analysis

Proceedings of International Conference on Advanced Design Research and Education (ICADRE14)

Year: 2014
Editor: Edwin Koh, Victor Shim, Tan Woei Wan, Ian Gibson, Andi S. Putra
Author: Prasetyo, Yogi Tri; Suzianti, Amalia; Dewi, Ayesha Parvati
Institution: Universitas Indonesia, Indonesia
Section: User-Centred Design
Page(s): 111-117
DOI number: 10.3850/978-981-09-1348-9_038
ISBN: 978-981-09-1348-9

Abstract

A flute manufacturer in Indonesia has difficulties in finding the most favorable flute model. The purpose of this study is to find: 1) the combination of flute attributes that is most preferable to consumers and 2) to make recommendations about new attributes desired by consumers. This study was organized in two steps: a preliminary questionnaire aimed to identify flute attributes most considered by consumers; and secondary questionnaire where conjoint analysis was applied to determine the relative importance of flute attributes. 120 flutists living in Jakarta were asked about their preferences with different attributes combination using 5-point Likert scale. Results of this study indicate that the consumers want silver head joint, silver main body, silver flute joint, split E mechanism included, open hole, offset G, B foot joint, Included B to C# trill and not included G A trill and consumers expected B to C# trill for the new innovation.

Keywords: User-Centred Design