Use of Conjoint Analysis Filipino Consumer Preference on Attributes of Fixed Line Internet Service Providers.

Internet has evolved from a basic communication medium into wide networks of communication networks where it has become integrated in people's daily lives. Not only that, because of the recent pandemic, the demand for internet has been rapidly increasing. With the integration of internet to our day to day interactions, choosing a provider that is inclined with consumers preference and usage should be the basis. This study aims to determine the Filipino consumer preference on choosing Fixed line internet service providers using Conjoint analysis. The method uses survey questionnaires that is disseminated across the regions of the Philippines. The data gathered from the survey are analyzed using SPSS. The result shows that out of all the attributes considered internet speed is the top priority of the consumers followed by pricing and brand. Overall, this study is beneficial in developing market strategies for companies in the telecommunications industry.