Customers' Preference for Memorial Park Services in Boston: A Conjoint Analysis

Abstract

Background: Customer preferences for memorial park services in Boston, Davao Oriental, present a significant research gap. There is a lack of studies addressing this specific area, particularly concerning the chaotic, overcrowded, and unsystematic nature of cemeteries in the locality. Aim: This study aimed to determine the customers' preference for memorial park services using conjoint analysis. Method: The research was conducted in the Municipality of Boston, Davao Oriental. The study selected one hundred (100) residents of Boston, Davao Oriental, as study respondents through a survey questionnaire. The study utilised an orthogonal design and particularly adopted a one-shot survey design. Moreover, with the help of an expert, the researchers organised and prepared the data for analysis. After retrieving the questionnaire and the data gathered, it was tallied, analysed, and subjected to statistical analysis. Result: The result denoted that customers most preferred Memorial Park is 100 to 300 meters away from the business centre in Boston, which has a down payment amounting to ₱700.00 plus an amortisation of ₱1,800.00 for two years that offers a funeral service and mass with no amenities. Taking a peek at this finding, researchers inferred that customers prefer a memorial park close to the business centre, around 100 to 300 meters away. Conclusion: Thus, customers want affordable down payments and amortisation because of increased daily living costs. Customers usually want to reaffirm that life has not ended for their loved ones. They wish for a funeral service with a mass to bring together people who care about each other in an atmosphere of love and support.