“APPLICATION OF UNIFIED ANALYSIS IN MARKETING – STUDY CASE AAB UNIVERSITY"

Abstract

This paper is about the discussion of the application of unified analysis. Unified analysis is used to study the factors that affect in the decisions that consumers take to make purchases. Unified analysis is a statistical technique which is used in market research to determine how people assess various characteristics that make a product or service better than one product or another service. Marketing on the other hand deals with the identification of customer needs and the fulfillment of their desires and requirements, as well as finding the best ways for sending the product or service from the company to the consumer. Through this paper is clarified how to identify these requirements, how we classify some of them through the unified analysis, whether it is a measuring unified analysis of these characteristics or attributes of products and services, how and how much it provides accurate results of unified analysis of the survey data. For analyzing the attributes that products and services have and to know which of these are the most important of which push consumers to make a decision to purchase, in this paper for discussion is the concrete case "AAB University" which provides services, namely is to analyze why students choose to study in AAB. The reason for taking into consideration of this question is that "AAB University" since its establishment until now has been continuously growing the number of students. Through unified analysis is measured the students' opinion on the reasons for their choice of studies.