Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Conjoint analysis advance marketing research

1,045 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Conjoint analysis advance marketing research

  1. 1. GROUP PROJECT TOPIC : CONJOINT ANALYSIS PRESENTING BY: Ashish Dahiya 044 Aravind Uppala 123 Dasari Pradeep 126 Sangam Lalsivaraju 138 Rajesh Mishra 151 Neetu Gupta 155
  2. 2. Introduction to Conjoint analysis • Conjoint analysis attempts to determine the relative importance, consumers attach to salient attributes and the utilities they attach to the level of attributes. • This information is derived from consumer evaluations of brand profiles composed of these attributes and their levels . • The respondents are presented with stimuli that consists of attribute levels.
  3. 3. Contd… • They are asked to evaluate these stimuli that consist of combinations of attribute levels in terms of their desirability. • Based on the evaluations utility of each level of attribute is determined with help of Conjoint analysis.
  4. 4. Purpose Conjoint analysis has been used in marketing for a variety of purposes, some includes: • Determining the relative importance of attributes in the consumer choice process • Estimating market share of brands that differ in attribute levels • Determining the composition of the most preferred brand • Segmenting the market based on similarity of preferences for attribute levels
  5. 5. Area of application • New Product Launch
  6. 6. Research Objective • To determining the composition of most preferred product ( Car type, fuel Type and Price) , where the customer finds maximum utility.
  7. 7. Research Design
  8. 8. Sample Design • The method which we chose to get sample frame is Convenient sampling, the sample size is 20.
  9. 9. Data Collection Design • Data was collected from the respondent’s order of preferences through the list of combinations that were provided by us.
  10. 10. Statistical Design • The combinations were generated by orthogonal method from SPSS. • The responses were tabulated manually on SPSS data file.
  11. 11. Operational Design • The operations were carried out with the Syntax of a pre-programmed conjoint analysis. • The results were analyzed with the help of utilities table and importance table.
  12. 12. Combinations SL.No Profile ID Car Type Fuel Type Price in Lakhs 1 1 Sedan CNG 6 2 2 Sedan Petrol 8 3 3 Sedan Diesel 9 4 4 SUV CNG 8 5 5 SUV Petrol 9 6 6 SUV Diesel 6 7 7 MUV CNG 9 8 8 MUV Petrol 6 9 9 MUV Diesel 8
  13. 13. Responses SL.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Profile 1 2 1 2 1 2 3 1 2 1 2 3 4 1 5 3 2 5 6 2 1 Profile Profile Profile Profile Profile Profile Profile Profile 2 3 4 5 6 7 8 9 1 5 6 3 9 4 7 8 3 4 2 6 5 8 9 7 4 1 3 5 7 6 9 8 3 4 2 6 5 8 7 9 4 1 5 3 9 7 8 6 1 5 2 8 7 9 6 4 9 6 4 7 2 5 3 8 3 1 5 4 7 6 9 8 4 3 2 9 8 6 7 5 5 3 1 7 4 9 8 6 1 5 7 2 9 6 4 8 1 6 2 8 3 7 9 5 5 2 4 7 9 8 6 3 1 3 7 2 4 6 9 8 2 1 5 7 6 9 4 8 3 4 1 5 9 8 7 6 1 5 3 2 4 6 8 7 2 1 3 7 4 8 5 9 3 4 1 5 9 7 8 6 2 5 4 3 9 8 6 7
  14. 14. Analysis
  15. 15. Importance Values Car Type 25.800 Fuel Type 40.456 Price 33.743
  16. 16. Utilities Utility estimate -.167 .343 -.567 .343 CNG 1.333 .343 -.583 .343 Diesel -.750 .343 6 Lakhs .667 .343 8 Lakhs .250 .343 9 Lakhs Constant .343 Petrol Price .833 MUV Fuel type Sedan SUV Type of car Standard error -.917 .343 5.500 .241
  17. 17. Conclusion • Customers perceiving maximum utility from sedan (.833) compared to SUV (-.167) & MUV (-.567) • Customers perceiving maximum utility from CNG (1.333) compared to Petrol (-.583) & Diesel (-.750) • Customers perceiving maximum utility from Price worth of 6 Lakhs (0.667) compared to 8 Lakhs (.250) & 9 Lakhs (.917) • So, from all the above figures and combination the maximum utility (Total utility=2.833) can be achieved with the combination of Sedan with CNG and Priced at 6 Lakhs
  18. 18. Contd… • The next alternative to get better utility (Total Utility=2.416) is from Sedan with CNG priced at 8 Lakhs • The minimum Utility (Total Utility= -2.234)is found in MUV with Diesel Priced at 9 Lakhs

×