The document summarizes a group project on conjoint analysis. It discusses the objectives to determine the most preferred product combination of car type, fuel type, and price where customers find maximum utility. A conjoint analysis was conducted with 20 respondents rating combinations of sedan, SUV, and MUV vehicles with CNG, petrol, or diesel fuel priced at 6, 8, or 9 lakhs. The analysis found that customers derived the most utility from a sedan powered by CNG priced at 6 lakhs.

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. 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. 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. 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. Area of application
• New Product Launch

6. Research Objective
• To determining the composition of most
preferred product ( Car type, fuel Type and
Price) , where the customer finds maximum
utility.

7. Research Design

8. Sample Design
• The method which we chose to get sample
frame is Convenient sampling, the sample size
is 20.

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. Statistical Design
• The combinations were generated by
orthogonal method from SPSS.
• The responses were tabulated manually on
SPSS data file.

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. 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. 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. Analysis

15. Importance Values
Car Type
25.800
Fuel Type
40.456
Price
33.743

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. 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. 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