Short term Project

QUANTITATIVE MARKET RESEARCH
TECHNIQUE USED FOR A NEW PRODUCT
LAUNCH FOR NIKE
WILLINGNESS TO PAY, VAN WESTENDROP PRICING ANALYSIS
AND CONJOINT ANALYSIS
SUBMITTED BY
Raja Babu
Roll No. 19DM152
Section B, PGDM
UNDER THE ESTEEMED GUIDANCE OF,
DR. PANKAJ PRIYA
PROFESSOR AND AREA HEAD,
MARKETING AND RETAIL MANAGEMENT
SUBMITTED TO
BIMTECH, Greater Noida
FOR THE FULFILMENT OF STP (SHORT TERM PROJECT)
FOR
POST GRADUATE DIPLOMA IN MANAGEMENT 2019-21

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CERTIFICATE
Date:
Signature:
Name: Dr.(Prof.) Pankaj Priya
Designation: Professor & Area Head, Marketing and Retail, BIMTECH
Place: Greater Noida

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TABLE OF CONTENTS
CERTIFICATE ................................................................................................................................... 1
Introduction...................................................................................................................................... 4
Product Profile.................................................................................................................................. 4
Dimentions of value.......................................................................................................................... 5
Willingness to Pay ............................................................................................................................ 5
Exaggeration Bias...................................................................................................................... 7
Conjoint analysis & Van westenDrop Pricing Model: Concepts ....................................................... 8
Van- Westendrop Pricing model .................................................................................................. 8
Conjoint analysis:.......................................................................................................................... 8
Objective of the study ...................................................................................................................... 9
Scope and importance of the study .................................................................................................. 9
Methodology adopted for research.................................................................................................. 9
Collection of data for research ....................................................................................................... 10
Primary data source.................................................................................................................... 10
Secondary data ........................................................................................................................... 10
Sampling methodology............................................................................................................... 10
Sampling design ......................................................................................................................... 10
Limitations of the study ............................................................................................................... 11
Data Presentation analysis and interpretaion ................................................................................. 12
Conjoint Survey Analysis ............................................................................................................ 12
SPSS generated Id with product features for Conjoint Survey Questionnaire ......................... 12
SPSS data sheet for responses ................................................................................................. 13
Steps for Conjoint Analysis in SPSS.......................................................................................... 13
SPSS output for Conjoint Survey with Interpretation ................................................................... 14
Warnings ................................................................................................................................. 14
Model Description................................................................................................................... 15
Utilities Chart........................................................................................................................... 15
Importance Values .................................................................................................................. 16
Correlationsa ........................................................................................................................... 17
Summay of utility in Bar Graph ................................................................................................ 19
Van Westendrop Pricing model Analysis ................................................................................... 23
Value Dimensions Report............................................................................................................ 24
Conclusion...................................................................................................................................... 26
Recommendation............................................................................................................................ 27
Key Learnings................................................................................................................................. 27
References...................................................................................................................................... 27
Appendix A (Survey Questionnaire) .............................................................................................. 27

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FIGURE 1WTP CURVE - CASE 1............................................................................................................. 5
FIGURE 2WTP CURVE - CASE 2............................................................................................................. 6
FIGURE 3 WTP CURVE - CASE 2 ............................................................................................................ 6
FIGURE 6SYNTAX WINDOW FOR RUNNING CONJOINT ANALYSIS IN SPSS....................................................... 13
FIGURE 7 PRODUCT COLOR UTILITY GRAPH............................................................................................ 19
FIGURE 8PRODUCT WEIGHT UTILITY GRAPH ........................................................................................... 20
FIGURE 9PRODUCT PRICE UTILITY GRAPH ............................................................................................... 21
FIGURE 10PRODUCT DURABILITY GRAPH................................................................................................ 22
FIGURE 11PRODUCT FACTOR UTILITY GRAPH ......................................................................................... 23
FIGURE 12 GRAPH PLOT FOR VAN WESTENDROP MODEL ANALYSIS............................................................. 24
FIGURE 13FUNCTIONAL VALUE RESPONSES ............................................................................................. 24
FIGURE 14ECONOMIC VALUE RESPONSES............................................................................................... 25
FIGURE 15EXPERIENTIAL VALUE RESPONSES ........................................................................................... 25
FIGURE 16SOCIAL VALUE RESPONSES..................................................................................................... 26
TABLE 1ORTHOGONAL DESIGN FOR SAMPLING AND COLLECTION DATA ON VARIOUS PRODUCT PROFILES.......... 12
TABLE 2VARIABLES TO STORE AND ANALYZE THE RESPONSES ..................................................................... 13
TABLE 3WARNINGS FOR RESPONSES EXCLUDED FROM ANALYSIS DUE TO POOR QUALITY RESPONSE................... 14
TABLE 4 RESEARCH DESIGN/MODEL FOR CONJOINT ANALYSIS .................................................................... 15
TABLE 5 UTILITY ESTIMATES OR IMPORTANCE OF VARIOUS PRODUCT FEATURE CATEGORIES AND ITS ELEMENTS .. 16
TABLE 6 IMPORTANCE OF VARIOUS PRODUCT FEATURES............................................................................ 16
TABLE 7 CORRELATION BETWEEN CALCULATED AND PREDICTED VALUES FOR TEST RESPONSES ....................... 17
TABLE 8REVERSALS IN RESPONSES DETAILED........................................................................................... 18
TABLE 9 REVERSAL SUMMARY ............................................................................................................... 18

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INTRODUCTION
The project is an attempt to carry out a process based quantitative market research
and analysis of a hypothetical new product which in our case is a Nike running
shoes. The use of the brand Nike is to give a persona and perception of quality and
other signature features of Running shoes that comes with the Nike Brand so as to
give our respondent a reference point for evaluating various questions that they
were asked during the course of this research.
The research can be broadly divided in to 3 parts.
✓ To find out various dimensions of value that customers derive from using
Nike Running shoes.
✓ To find out the willingness of pay in our customers of our product. We used
Van Westendrop Model for this purpose.
✓ Conjoint analysis of various Product profiles on offer to find out the right
combination and its relative Utility value or part worth of various features on
offer.
PRODUCT PROFILE
Nike is an American Multinational Brand that is closely associated with Sports
gears, apparels and Sports Shoes. Nike is engaged in the design, development,
manufacturing, and worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services. The brand is synonymous with Innovation,
quality and sportsmanship. The brad tagline is ‘Just Do It’. The company is also
known for its sponsorship of many high-profile athletics around the world and is
also associated with sponsorship of many sports events around the globe.
For the purpose of this research and conjoint analysis, we have used following 4
product attributes or features in our running shoe concept.
Product Colour:
1. Black
2. White
3. Red
Product Weight
1. Light weight (less than 250g)
2. Medium weight (250-400g)
3. Heavy weight (more than 400g)
Price Points
1. Rs 3000
2. Rs 4500
3. Rs 6000
Durability
1. 1 year
2. 3 years

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DIMENTIONS OF VALUE
When we think of any product or service, and you will realize that all of them have
different elements which can be categorized on the given four dimensions of values
which are:
✓ Functional value
✓ Economic Value
✓ Experiential value
✓ Social value
and complex combinations of these, along with different contexts and perception
that a person derives from it which is broadly referred to as Personal Value
Systems and this is what will drive the consumers' choices for a product.
WILLINGNESS TO PAY
It is the maximum amount of money that a consumer is ready to pay for a certain
good or service. We do that all the time when we look at or intend to buy any
product or service.
As a marketer, it is of utmost importance to figure out the WTP for the product or
service that he/ she is offering. Based on that, pricing decisions are taken.
Figure 1WTP curve - Case 1

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Figure 2WTP curve - Case 2
Figure 3 WTP curve - Case 2

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EXAGGERATION BIAS
However, it may be noted that to find WTP is a very complex process because
people rarely do what they say. It has been found that people tend to exaggerate
the amount of WTP when asked directly and as a result company may over-price
the product. A lot of product fail because of this.
Hence to overcome this Exaggeration Bias, Markers and Researchers have come
up with different solutions or methods to measure WTP which is quite accurate if
not exact. Some of thee methods are :
✓ First Price Auction
✓ Second Price Auction
✓ Value in Use pricing
✓ Van Westendrop Pricing
✓ Conjoint Analysis

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CONJOINT ANALYSIS & VAN WESTENDROP PRICING MODEL: CONCEPTS
VAN- WESTENDROP PRICING MODEL
It is one of the techniques widely used by marketers to come up with a suitable
range of prices for their product. It does not tell the exact WTP for the customers
but gives a range of prices within which the product can be priced to earn
maximum profit for the company as well as for provide maximum value to the
customers. For using this model, we need 4 price points from each customers such
that at each of these price points, the customers perceive the product to be either:
✓ Too Expensive
✓ Too cheap (Price-quality relationship)
✓ Slightly expensive
✓ Slightly Cheap
A scatter curve is then plotted against the Cumulative Distribution frequency of the
data which yields four points that is relevant to any marketers.
▪ Indifference Point
▪ Point of Marginal expensiveness
▪ Point of marginal Cheapness
▪ Optimal price
These points then gives basis for pricing the product. The benefit of this method is
that it allows the marketers to come up with a range of prices that are independent
of costs and completely based on consumers' preferences.
CONJOINT ANALYSIS:
Conjoint stands for Considered Jointly. Conjoint is a survey-based research
method. It is one of the most widely used technique in market research. The
decision to buy a product or not is based on the product features and price points
from the perspective of a customer. This method helps in understanding the same
by breaking down products into their characteristics.
Conjoint analysis helps the Product development teams to design the right product
that customers are willing to pay far and thus maximize the profit to the company.
To understand it better, take any product. It has many features like built design,
colour, quality, specifications, etc. each of this attribute has a cost attached to it.
Now, if we try to give the very best in each attribute, then the cost of overall product
would be so high that no customer is willing to pay for that. Hence, this may lead to
failure of the product.

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Conjoint Survey is a tool that lets market researchers came up with various
Concepts of the same product and try to measure which of this may be best suited
product for both the customers in terms of value and for the company in terms of
the profit.
For the purpose of this study, we have designed an orthogonal model of Choice
based conjoint survey with minimal no. of attributes to keep choices under control
for analysis. SPSS is used to design the survey as well as for analysing the data
obtained.
OBJECTIVE OF THE STUDY
• To find out the perceived value dimensions of a Nike Running shoes to its
customers
• To ascertain Willing To pay price for a concept Nike running shoe using Van
Westendrop Method
• To use Choice Based Conjoint Survey and analysis to find the right product
features and the part worth of product features for a concept Nike Running
shoes
SCOPE AND IMPORTANCE OF THE STUDY
Such market research is very essential for marketers s they provide insights to
marketers about their product and pricing. It also lets us keep track of customers
changing value system and their choices and preferences.
To gain insight about our Product which is Nike running shoes and market
conditions.
To find WTP for our Product based on customer value system.
The study is conducted on sample of students studying in and around Delhi
and are between age group of 20-30 years.
This study will help the marketing team come up with right product for
launch and maximize profits for the company.
METHODOLOGY ADOPTED FOR RESEARCH
✓ Research plan card was generated using SPSS for designing the
questionnaire of the Conjoint Survey.
✓ Various features and their values/SKUs were input in the system. Out of a
total of 54 PnC of the product concepts possible, SPSS generated 9
product Concepts and an additional 4 concepts to test the validity and
quality of responses obtained.

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✓ All the Analysis for Conjoint survey was done using SPSS while the same
for Van Westendrop model was done using Excel.
✓ The data was cleaning and poor quality data was discarded before
undertaking the analysis.
✓ Descriptive Method of research complemented with Exploratory study
was carried out.
COLLECTION OF DATA FOR RESEARCH
PRIMARY DATA SOURCE
1.1. Questionnaire: Formulated questions for the Market research were
asked to the customers and their responses were recorded. The design
of the Questionnaire was as follow.
1.1.1. Section 1: Customer profile
1.1.2. Section 2: Questions to ascertain value perception about Nike
Running shoes.
1.1.3. Section 3: Questions for Van-Westendrop Model analysis
1.1.4.Section 4: Questions for Conjoint Analysis
The Questionnaire is attached as Appendix A
SECONDARY DATA
Various online sites, journals and reports were used you develop in depth
understanding of the concepts used in the Study.
SAMPLING METHODOLOGY
Non-Probability convenience sampling was used for the study.
SAMPLING DESIGN
The area for the study was Delhi NCR. Mostly students from STD XII,
undergraduates and post graduates participated in the study.

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LIMITATIONS OF THE STUDY
More attention is given to the process of carry out and analysing the data using
SPSS and, on the models, used for analysing the data than the quality of data
collected.
✓ The study is confined to the age group of 20-30 years which may not
represent the entire market for the product.
✓ The data was collected using Google form which may not be very reliable
for its quality of data collected.
✓ My study is confined to 68 respondents only.
✓ My inexperience in carrying out such research before.

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DATA PRESENTATION ANALYSIS AND INTERPRETAION
CONJOINT SURVEY ANALYSIS
SPSS GENERATED ID WITH PRODUCT FEATURES FOR CONJOINT SURVEY
QUESTIONNAIRE
Table 1Orthogonal Design for sampling and collection data on various product
profiles
In the Given table, first 9 product ID lists unique combinations of features for the
product that we obtained using Orthogonal design feature of SPSS.
The last 4 product IDs marked with a signifies holdout samples that where given to
the Respondents which the aim of analyzing the correlation between the predicted
values and actual responses.

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SPSS DATA SHEET FOR RESPONSES
Table 2Variables to store and analyze the responses
The respondent’s data was analyzed under 13 distinct scores of each of the 13
Product ID generated above.
STEPS FOR CONJOINT ANALYSIS IN SPSS
Figure 6Syntax window for running conjoint analysis in SPSS
The above syntax was run in the SPSS for analyzing the response data and the
output with interpretation is given below.

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SPSS OUTPUT FOR CONJOINT SURVEY WITH INTERPRETATION
WARNINGS
At least one case has all equal values in RANK or SCORE. These
cases are ignored.
For subject 7: Respondent7, no analysis is performed because
there are no valid cases.
cases are ignored.
cases are ignored.
cases are ignored.
cases are ignored.
cases are ignored.
Table 3warnings for responses excluded from analysis due to poor quality
response.
The above table lists respondents whose data was found to be not reliable for the
purposes of this study along with the reasons observed. This data was excluded
from the overall analysis. Hence, out of the total of 68 responses obtained for study,
the actual analysis is os done of 68-6=62 responses.

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MODEL DESCRIPTION
N of Levels
Relation to
Ranks or
Scores
Colour 3 Discrete
Weight 3 Linear (less)
Price 3 Linear (less)
Durabili
ty
2
Linear
(more)
All factors are orthogonal.
Table 4 Research design/model for conjoint analysis
This table lists the features of the product used for the analysis i.e. colour, Weight,
Price and Durability together with the no. of levels under each feature. (Refer to
…….). This also tells you about the relation between the attributes i.e. Colour is
discrete which means White colour has no relation with black colour and so on.
Weight is Linear less which means increasing weight decreases the value of overall
product, and similarly for the price. Durability is linear more implying more
durability means more value of the product.
UTILITIES CHART
Utility
Estimate
Std.
Error
Colour Black .233 .063
White .045 .063
Grey -.278 .063
Weight Light Weight
(<250g)
-.298 .055
Medium Weight
(250-400g)
-.597 .110
Heavy Weight
(>400g)
-.895 .165
Price 3000 -.527 .055

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4500 -1.054 .110
6000 -1.581 .165
Durabili
ty
1 year .551 .095
3 years 1.102 .190
(Constant) 7.253 .206
Table 5 utility estimates or importance of various product feature categories
and its elements
This table gives the part worth of each feature in the overall product. For example,
Black colour adds value to the over all product by 0.233. Grey on the other hand
decreases the value of the product by -0.278.
Using above table, we can calculate the overall worth of any concept product in
following way.
We know that product prolife 1 has following features:
Total worth of the product is
Constant + Part worth of each attribute i.e.
7.253+ 0.045+ -0.597 + -1.054 + 0.551 = 6.198
IMPORTANCE VALUES
Color 33.876
Weight 18.826
Price 27.370
Durabilit
y
16.702
Averaged
Importance Score
Table 6 Importance of various product features
The above table lists the overall calculated importance score of each feature w.r.t
other. Here, we see that for Nike Running Shoes, Color is the most important feature

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for the surveyed customers which price comes the close 2nd. Weight is again more
important than the durability of the product for its Customers.
CORRELATIONSA
Correlations
Value Sig.
Pearson's R .992 .000
Kendall's tau .944 .000
Kendall's tau for
Holdouts
1.000 .021
a. Correlations between observed and
estimated preferences
Table 7 Correlation between calculated and predicted values for test responses
This table is for quality check of the survey. Here 4 hold out product profiles are
tested for correlation between the predicted value and that of the response by the
customers.
Pearson’s R value of 0.992 tells that there is strong correlation between the two and
hence this is pretty consistent survey. Kendall’s tau for holdouts equal to 1 tells
there is almost perfect correlation between the system predicted and responses of
the customers.

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Table 8Reversals in responses detailed
Table 9 Reversal summary
The above two tables tell us about the overall quality of
the responses received. Since we have established that
there is a relation between different parameters of the
product, reversals mean that a few customers have
given more weightage to less desirable attributes of the
product. For example, a heavy running shoes should be
less preferred compare to a light running shoes.
However, due to carelessness which is common, some
people have ranked it otherwise.
A total of 1 reversal is detected in 24 responses, 2
reversals in 11 responses and 3 reversals in 1 response.
This tells us about the quality of data collected.

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SUMMAY OF UTILITY IN BAR GRAPH
Figure 7 Product Color Utility Graph
As explained earlier, Black got the maximum utility score while grey actually got a
negative utility for customers in our product and is least desirable feature out of
three.

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Figure 8Product weight Utility Graph
Similarly, for Product weight, the negative utility score means the customers are
choosier about this feature instead of any clear preference. However, Light weight
running shoe with least negative score is best outcome here.

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Figure 9Product price utility Graph
Just like the previous result, here also customers are very choosy about the Price
and are preferring the 3000 price over others for obvious reasons.

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Figure 10Product Durability Graph
The durability Utility has got positive utility meaning the customers have a clear
preference about durability 3-year durability has got maximum score.

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Figure 11Product Factor Utility Graph
This the above graph we can see that Color is the most important feature in tems of
value for a customer while Product durability does not matter that much when it
comes to buying Nike running shoes.
VAN WESTENDROP PRICING MODEL ANALYSIS
1. The collected data is first cleaned using the assumption of the model that
Too expensive price> slightly expensive price> slightly cheap price > too
cheap price.
2. Since any people do not pay attention during filling the values, such error
comes into picture and must be excluded from making the final analysis.
3. The Below graph highlight the four points as mentioned the concept above
which are as follows:
a. Indifference Point – Rs 3000
b. Point of Marginal expensiveness – Rs 3000
c. Point of marginal Cheapness – Rs 2000
d. Optimal price – Rs 2000

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From the above data, we can price the Product between the above values. Ideally,
Indifference Point is taken to be the WTP and hence the product is priced in this
region.
e.
Figure 12 Graph plot for Van Westendrop model analysis
VALUE DIMENSIONS REPORT
The Product Scored high across all the four value dimensions which are Function,
Economic, Experiential and Social dimensions.
Figure 13Functional value responses
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000
Too Expensive Slightly expensive Too Cheap Slightly Cheap
Point of marginal expensiveness
Point my Marginal Cheapness
Indifference
point
Optimal Price

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Figure 14Economic value responses
Figure 15Experiential Value responses

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Figure 16Social value responses
We can see that out of total 68 responses, all score heavily on higher side for the
4-value dimension of Nike Running Shoes.
CONCLUSION
1. We can say that as per conjoint analysis, Product profile 7 is clearly the
best combination of features that customer would want and re willing to
pay.
2. We are also play around with part-worth or utility score to come up with
the most profitable product without compromising much on user value
from the above data.
3. As per Van Westendrop pricing model too, we found the indifference Point
to be at Rs. 3000 for the given product.
4. The Product scored high across all 4 value dimensions.

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RECOMMENDATION
✓ Product profile 7 as given above is recommended for the maximum
customer value.
✓ Price of Rs. 3000 is most suited for the features of the product.
✓ The Product design should keep in mind that this product scores high
across all 4 value dimensions.
KEY LEARNINGS
✓ Learned to find the value for a product based on personal value system and
hence understanding the customer choices and preferences better.
✓ Learned theory and concepts to plan and execute a choice based conjoint
survey and its analysis.
✓ Worked on SPSS to actually execute a small survey to test the leanings in
Practice
✓ Learned about the significance of willing to Pay and its use as a tool for
marketers.
✓ Learned design the right product for target customers based on insights
from Conjoint Survey.
✓ Learned to concept and executive of Van Westendrop pricing model to
determine the WTP price ranges and its significance in determine pricing of
the product.
REFERENCES
➢ (2020). Retrieved 4 March 2020, from
https://www.youtube.com/watch?v=RspHtxSB3Do&t=2324s
➢ Course | MK150x | edX. (2020). Retrieved 4 March 2020, from
https://courses.edx.org/courses/course-v1:IIMBx+MK150x+3T2019/course/
➢ Conjoint Analysis: 101. (2020). Retrieved 4 March 2020, from
https://towardsdatascience.com/conjoint-analysis-101-7bf5dfe1cdb2
APPENDIX A (SURVEY QUESTIONNAIRE)

3/4/2020 Nike Running Shoes Market survey
https://docs.google.com/forms/d/1qL0VMcCfLcnW8DuvY3ZtQVEUKvEwzXYAGRH40PCK3QQ/edit?vc=0&c=0&w=1 1/9
1.
Mark only one oval.
Male
Female
2.
Mark only one oval.
STD 12 and below
Under Graduation
Post Graduation
3.
Mark only one oval.
less than 20 years
20-25 years
26-30 years
above 30 years
Perceived value
4.
Mark only one oval.
Low
1 2 3 4 5
High
Nike Running Shoes Market survey
* Required
Gender *
Education *
Age Group *
How do you perceive the functional benefit of a pair of Nike running shoes?
Please Rate. *

5.
Mark only one oval.
Low
1 2 3 4 5
High
6.
Mark only one oval.
Low
1 2 3 4 5
High
7.
Mark only one oval.
Low
1 2 3 4 5
High
Pricing Decisions
Pricing of Nike's Running Shoes Shoes
8.
9.
10.
How do you perceive the derived value for money or economic benefit for a pair
of Nike running shoes? Please Rate. *
How do you perceive the derived pleasure or experiential value of owning a pair
of Nike running shoes? Please Rate. *
How do you perceive the social value derived from owning a pair of Nike running
shoes? Please Rate. *
What price (in Rs) do you think would be too expensive for a pair of Nike Running
shoes? Please enter a value in Rupees. *
What price (in Rs) do you think would be too cheap that may lead to
compromised quality for a pair of Nike Running shoes? Please enter a value in
Rupees. *
What price (in Rs) do you think would be slightly expensive but still worth paying
for a pair of Nike Running shoes? Please enter a value in Rupees. *

11.
Rate various Concept
Running Shoes from
Nike
We would like to find out how much do you value and are willing to pay
for the given Nike Concept shoes with different product features.
12.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
13.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
What price (in Rs) do you think would be slightly cheap but not enough to
compromise the quality of a pair of Nike Running shoes? Please enter a value in
Rupees. *
Please rate the product concept on how likely you are to pay the given price for
mentioned product features as per your preference. CONCEPT 1 : Weight -
Medium (250-400g), Durability-1 year, Price- Rs.4500, Color-white *
mentioned product features as per your preference. Concept 2: Weight - Light
Weight (<250g), Durability-1 year, Price- Rs.4500, Color-Grey *

14.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
15.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
mentioned product features as per your preference. CONCEPT 3: Weight -
Heavy Weight (>400g), Durability-1 year, Price- Rs.6000, Color-Grey *
Heavy Weight (>400g), Durability-1 year, Price- Rs.3000, Color-White *

16.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
17.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
Medium Weight (250-400g), Durability-1 year, Price- Rs.6000, Color-Black *
mentioned product features as per your preference. CONCEPT 6: Weight -Light
Weight (<250g), Durability-3 years, Price- Rs.6000, Color-White *

18.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
19.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
Weight (<250g), Durability-1 year, Price- Rs.3000, Color-Black *
Medium Weight (250-400g), Durability-3 years, Price- Rs.3000, Color-Grey *

20.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
21.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
Heavy Weight (>400g), Durability-3 years, Price- Rs.4500, Color-Black *
Medium Weight (250-400g), Durability-3 years, Price- Rs.6000, Color-Grey *

22.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
23.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
Weight (<250g), Durability-3 years, Price- Rs.6000, Color-Grey *
Heavy Weight (>400g), Durability-3 years, Price- Rs.4500, Color-White *

24.
Mark only one oval.
Not Willing to Pay
0 1 2 3 4 5 6 7 8 9 10
Most Willing to Pay
This content is neither created nor endorsed by Google.
Light Weight (<250g), Durability-1 year, Price- Rs.6000, Color-Grey *
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