Product positioning based on search, experience and credence attributes using conjoint analysis

Purpose – Using the framework of search attributes, experience attributes, credence attributes and conjoint analysis methodology, the purpose of this paper is to estimate the utilities of various attributes that may be used in positioning teeth‐whitening products. In addition, this research also investigates the role of “penny‐a‐day” (pricing in cents) versus full pricing. Third, disclosure of side‐effects that may result from using these products (an important health care issue) and its impact on consumer choice are also investigated. Design/methodology/approach – The study uses conjoint analysis to estimate the utilities of key attributes of teeth‐whitening products. Findings – The results reveal that consumers prefer a product that provides benefits lasting for several months after use, a product that does not result in any side‐effects and a slight preference for penny‐a‐day pricing approach. Research limitations/implications – Caution is advised in extrapolating the results beyond the range investigated in the study. Practical implications – The findings help marketers in designing new products and positioning teeth‐whitening products based on desirable attributes. Originality/value – Use of conjoint analysis in investigating the above issues (penny‐a‐day pricing, disclosure of side‐effects) has received limited attention in teeth‐whitening products.