Conjoint analysis

Q1. STATIONERY SHOP

Product 1 Product 2 Product 3
PENCIL ERASER NOTEBOOK
BALL PEN SCALE BOX
SHARPENER
Customer preferences: 9,10,2,3,6,9,6,5,6,1,4,7

Q2. FAST FOOD RESTAURANT

Food Add-ons Type
Pizza With toppings Dine-in
and cheese
Sandwich Without Takeaway
toppings and
cheese
Burger Online
Customer preferences: 2,8,4,2,4,11,3,11,4,11,0,9,10,0,3,6,9,6

Cluster analysis
Q3. Group the following smart-phone brands into 3 clusters based on the following data
Smart-phones Price Features Brand image Resale
One plus 3.00 4.00 3.50 2.00
Mi 1.00 5.00 4.25 1.00
Iphone 5.00 3.00 4.50 1.50
Oppo 2.08 4.17 3.25 1.00
Nokia 2.00 1.00 2.64 0.50
Samsung 2.50 4.75 4.00 1.50
Realme 1.00 2.00 1.52 1.00

Q4. Cluster the following data into 4 groups

Chances of
Brand failure Recommendation Satisfaction
A 1.0 3.0 5.0
B 1.0 1.0 4.0
C 1.4 2.5 4.0
D 3.0 5.0 1.0
E 2.0 5.0 2.0
F 1.7 3.8 4.2
G 1.3 1.7 4.0
H 1.5 5.0 4.5
I 2.0 5.0 4.0
J 1.5 3.2 3.6
K 1.0 4.0 4.0
L 1.0 2.7 3.8
Customer Life time value- Linear Method
Q.5 Assume that a service retailer incurs a total acquisition cost of Rs.50,000 for 250 customers. If the
maintenance cost is valued at 45% every 6 months and the discount given to customers not exceeding
12% every year, calculate the CLV and the no. of months/years required to reap profit. (Assume
necessary data)

Q.6 Assume that a company invests Rs.1,50,000 in attracting 600 customers. If the retention rate must be
higher than 74% from the 2nd year and the maintenance cost is 25% of the initial revenue with a
marginally discount of 5% every year, calculate the CLV and no. of years required to gain profits from
the customer. (Assume necessary data)

Customer Life time value- RFM Method

Q.7 Recency of transaction is between 0 and 6 months with a maximum of 15 points. Frequency of
transaction should be calculated using Number of purchases every 6 months. The average number of
purchases given by the store is: 5
Weightages assigned:
R- 5%
F- 45%
M- 50%

Customers Recency Frequency Monetary

1 0.5 4 10000
2 2 4 50000
3 3 6 35000
4 6 2 20000
5 4 8 65000
6 1 6 12000
7 5 9 15000
8 6 6 2100
9 1.5 5 5000
10 2 5 5000