CLIENT’S PREFERENCES FOR A MULTI-PURPOSE COOPERATIVE LOAN PRODUCTS: A CONJOINT ANALYSIS

Digen R. Gonato, Jestita F. Gurrea

Abstract


The study used a descriptive research design through conjoint analysis to examine clients' preferences for loan products offered by a multi-purpose cooperative in Compostela, Davao de Oro. A fractional factorial design was applied to identify the optimal combination of loan attributes. The sample included 230 banana workers selected through stratified random sampling, who responded to 19-item plan cards developed from Key Informant Interviews (KII). The results revealed that clients prefer five key loan product attributes: interest on investment, loan collateral, loan terms, online facilities, and transaction notifications. These findings contribute to refining cooperative loan products by reinforcing ethical standards, prioritizing member interests, transparency, and social responsibility. They also guide cooperatives and regulators in designing sustainable, customer-focused loan policies aligned with cooperative values, supporting financial needs and long-term social and environmental well-being.

 

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business management, multi-purpose cooperative, client’s preference, conjoint analysis, Davao de Oro

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DOI: http://dx.doi.org/10.46827/ejmms.v10i1.1984

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