Clothing detergent category data

Published: 9 February 2021| Version 1 | DOI: 10.17632/5bkgk7jzzs.1
Andrew Kamwendo


The data provided was obtained using a questionnaire that required respondents to rank product profiles for clothing detergent products presented in the poster provided. Generic categories of clothing detergents consisting of five product attributes were presented to respondents for ranking in their order of importance. Using conjoint analysis techniques, the relative importance of each attribute was calculated as indicated in the manuscript.


Steps to reproduce

The data was produced using conjoint analysis. Product attribute ratings and rankings were used to develop clothing detergent product categories which were then presented to respondents in the questionnaire provided.


Durban University of Technology


Consumer Behavior, Retail Buying