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Marketing Research Case Study

Case Title:

Apex Tours & Travels: Analysing Consumer Preferences on Tourism

Publication Year : 2010

Authors: R Muthukumar

Industry: Services


Case Code: MRS0002

Teaching Note: Available

Structured Assignment: Not Available

Buy This Case Study

Highly suitable for the Marketing Research course, this case study helps to understand how Conjoint Analysis can be used to estimate the structure of consumers’ preferences from a given set of alternatives. In the backdrop of the Indian tourism sector and AP tourism sector in particular, the case study discusses the role of Apex Tours and Travels, a tour operator, in promoting tourism in Andhra Pradesh through Public Private Partnership (PPP). The CEO and MD of Apex, Rahul Bhatia stresses on finding out consumer preferences to enable the state tourism board to deliver a desired tour package with combination of attributes, helping it to create a sustainable competitive advantage, leading to greater customer satisfaction.

Pedagogical Objectives:

  • To understand the growth and importance of tourism in India, particularly in AP
  • To discuss how, through Conjoint Analysis, relative importance of service attributes can be determined.

Keywords : Conjoint Analysis, Marketing Research, Service Attributes, Data Analysis, Statistical Analysis, Data Collection, Market Research, Brands and Branding, Tourism, Marketing,Public Private Partnership,


  • The Indian Tourism Industry
  • Tourism in Andhra Pradesh
  • Apex Tours & Travels Ltd.

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