RESIDENTS’ PREFERENCE FOR A PROPOSED PARKING FACILITY IN DAVAO CITY: A CONJOINT ANALYSIS

Bryan E. Somozo, Christian Paul S. Moyon

Abstract


The study explored the clients’ preferences for a proposed parking facility in the central business district of Davao City by using the conjoint analysis method to determine the relative performance and the best combination of the parking attributes as preferred by clients, namely: parking structure, accessibility, safety and security, amenities, and parking fees.  A quantitative market research design was applied.  The analysis of data utilized the IBM SPSS software to identify the order of relative importance of the chosen attributes and the additive model to measure the total utility of a parking facility by calculating the sum of the constant and the utility estimate of each attribute level with the highest value.  The results revealed that the respondents in Davao City prefer a parking facility that is automated multi-level parking, equipped with internet-connected intelligent parking and CCTV surveillance systems, a parking facility near to car washing areas and coffee shops, and a parking fee priced at P30.00 for the 1st 3 hours.  The findings of the study served as a reference to prospective investors and businessmen who would be interested to know how the market behaves in relation to the attributes necessary in a proposed parking facility to address the parking problems in Davao City, and to achieve a better transportation management system to improve the quality of life of people, the economy, and the environment.

 

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Keywords


preference, parking facility, conjoint analysis, Davao City, Philippines

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References


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DOI: http://dx.doi.org/10.46827/ejmms.v9i2.1780

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