It is on Conjoint Analysis presented by Radhika Gupta, Shivi Agarwal, Neha Arya, Neha Kasturia, Mudita Maheshwari, Dhruval Dholakia, Chinmay Jaggan Anmol Sahani and Madhusudan Partani of FMG-18A, FORE School of Management

1. Conjoint
Analysis
By:
Neha Arya
Anmol Sahni
Neha Kasturia
Radhika Gupta
Chinmay Jagga
Shivi Aggarwal
Mayank Sharma
Dhruval Dholakia
Mudita Maheshwari
Madhusudan Partani

2. •
•
•
•
•
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3. Utility value for each level of
Weight
50
40
35
25
15
40g 80g 120g 160g 200g
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4. Relative importance of attributes
45%
35%
20%
Weight Price Battery
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5. –
–
–
•
•
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14. Brand Name KX 19
Price $ 1.39
Form Powder
Colour brightener Yes
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15. Level 1: Level 2: Level 3: Level 4:
$ 1.19 $ 1.39 $ 1.49 $ 1.69
Level 1: Generic 1 5 9 13
Level 2: KX – 19 2 6 10 14
Level 3: Clean-All 3 7 11 15
Level 4: Tidy-Up 4 8 12 16
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16. Brand Name KX - 19 Generic
Price $ 1.19 Vs. $ 1.49
Form Powder Liquid
No of Factors No of Levels No of Profiles
4 2 2*2*2*2 16
4 3 3*3*3*3 81
4 4 4*4*4*4 256
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19. Evaluating model goodness of fit
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23. Variable
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24. CONJOINT PLAN='C:Program FilesSPSScarpet_plan.sav'
/DATA='C:Program FilesSPSScarpet_prefs.sav'
/SEQUENCE=PREF1 TO PREF22
/SUBJECT=ID
/FACTORS=PACKAGE BRAND (DISCRETE)
PRICE (LINEAR LESS)
SEAL (LINEAR MORE) MONEY (LINEAR MORE)
/PRINT=SUMMARYONLY
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25. Factor Model Levels Label
PACKAGE d 3 Package Design
BRAND d 3 Brand name
PRICE l< 3 Price
SEAL l> 2 House keeping
MONEY l> 2 Money Back guarantee
(Models: d=discrete, l=linear, i=ideal, ai=antiideal, <=less,
>=more)
All the factors are orthogonal.
SUBFILE SUMMARY
Averaged
Importance Utility Factor
PACKAGE Package Design
26.79 .3333 A
-.5500 - B
.2167 C
BRAND Brand name
24.35 -.6000 - K2R
.8667 - Glory
-.2667 Bissels
PRICE Price
15.02 -1.3883 -- $1.19
-1.6217 -- $1.39
-1.8550 --- $1.59
B = -1.1667
SEAL House keeping
16.99 -.9250 - no
-1.8500 --- Yes
B = -.9250
MONEY Money Back gurantee
16.85 -1.3500 -- No
-2.7000 ---- YEs
B = -1.3500

26. 14.1550 CONSTANT
Pearson's R = .476 Significance = .0228
Kendall's tau = .223 Significance = .0987
Kendall's tau = .667 for 4 holdouts Significance = .0871
SUBFILE SUMMARY
Reversal Summary:
8 subjects had 2 reversals
2 subjects had 1 reversals
Reversals by factor:
MONEY 6
SEAL 6
PRICE 6
BRAND 0
PACKAGE 0
Reversal index:
Page Reversals Subject
17 2 1
17 1 2
17 2 3
17 2 4
17 1 5
17 2 6
17 2 7
17 2 8
17 2 9
17 2 10