Conjoint Analysis for Evaluation of Customer’s Preference of Analgesic Generic Medicines under Non-proprietary Names

Department of Industrial Engineering, Diponegoro University, Semarang - Indonesia

^* Corresponding author: ariessusanty@gmail.com

Abstract

The main objective of this research is to get greater insight into the customer preferences in purchasing analgesic generic medicines under the non-proprietary name and to identify clusters with different preference structures. This research uses conjoint analysis (CA) and cluster analysis as data processing. This research collects the data through questionnaire from 200 respondents and uses the convenience sampling method to choose 200 respondents from sixteen districts in Semarang. The result of data processing with conjoint analysis indicated that customer prefers the analgesic generic medicine under the non-proprietary name with the following condition: the price of 20% of analgesic generic-branded minutes, has 15 minutes onset time of effect, can be purchased at minimarket, in the form of syrup, and the source of information is family and friend. Moreover, the result of data processing also indicated that the importance of attribute is the place of purchase, followed by price, onset time of drugs, the form of drugs, and, the source of information. Then, the result of data processing with clustering analysis indicated that the respondent can be grouped into four clusters. The attribute that has the highest importance level in cluster 1 until cluster 4 is ‘form of drugs’, ‘the place of purchase’, ‘source of information’, and ‘price’, respectively.