GROUP PROJECTGROUP PROJECT

TOPIC : CONJOINT ANALYSISTOPIC : CONJOINT ANALYSIS

PRESENTING BY:

Ashish Dahiya 044

Aravind Uppala 123

Dasari Pradeep 126

Sangam Lalsivaraju 138

Rajesh Mishra 151

Neetu Gupta 155

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.

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.

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

Area of application

• New Product Launch

Research Objective

• To determining the composition of most

preferred product ( Car type, fuel Type and

Price) , where the customer finds maximum

utility.

Research Design

Sample Design

• The method which we chose to get sample

frame is Convenient sampling, the sample size

is 20.

Data Collection Design

• Data was collected from the respondent’s

order of preferences through the list of

combinations that were provided by us.

Statistical Design

• The combinations were generated by

orthogonal method from SPSS.

• The responses were tabulated manually on

SPSS data file.

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.

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

Responses

SL.No Profile 1

Profile 2

Profile 3

Profile 4

Profile 5

Profile 6

Profile 7

Profile 8

Profile 9

1 2 1 5 6 3 9 4 7 82 1 3 4 2 6 5 8 9 73 2 4 1 3 5 7 6 9 84 1 3 4 2 6 5 8 7 95 2 4 1 5 3 9 7 8 66 3 1 5 2 8 7 9 6 47 1 9 6 4 7 2 5 3 88 2 3 1 5 4 7 6 9 89 1 4 3 2 9 8 6 7 5

10 2 5 3 1 7 4 9 8 611 3 1 5 7 2 9 6 4 812 4 1 6 2 8 3 7 9 513 1 5 2 4 7 9 8 6 314 5 1 3 7 2 4 6 9 815 3 2 1 5 7 6 9 4 816 2 3 4 1 5 9 8 7 617 5 1 5 3 2 4 6 8 7

18 6 2 1 3 7 4 8 5 919 2 3 4 1 5 9 7 8 620 1 2 5 4 3 9 8 6 7

Analysis

Importance Values

Car Type 25.800

Fuel Type 40.456

Price 33.743

Utilities    Utility estimate Standard error

Type of car Sedan .833 .343

  SUV -.167 .343

  MUV -.567 .343

Fuel type CNG 1.333 .343

  Petrol -.583 .343

  Diesel -.750 .343

Price 6 Lakhs .667 .343

  8 Lakhs .250 .343

  9 Lakhs -.917 .343

Constant   5.500 .241

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

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

THANK YOU