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Business Research Methods Project-1 Multi-Dimensional and Conjoint Analysis
Business Research Methods Project-1 Multi-Dimensional and Conjoint Analysis
PROJECT-1
MULTI-DIMENSIONAL AND CONJOINT
ANALYSIS
GROUP MEMBERS-
ANIKETA SARKAR
URVASHI JHA
LAURINE AMELOT
CLAIRE BONNIEZ
Report Business Research Part 1 : Multidimensional Scaling
Objective
To find out the various Brands preferred brands on the basis of Preferences and
social status of the consumers by using Multi-Dimensional Scaling. The map can be
built with one, two or more dimensions. Through this map, we will be able to analyse
how consumers perceive the brand compared.
In this we have compared 6 brands- Louis Vuitton, Burberry, Gucci, Hermes,
Balenciaga and Dior.
Questionnaire –
For this we have prepared a questionnaire which was circulated to people via
Google form and the respondents were asked to mark against the each of the
questions as per their knowledge, experience or the criteria on how similar and
dissimilar the various brands are, this was marked on the Likert scale of 1 to 7, 1
being not at all important and 7 being very important some of the questionnaire are
as follows-
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
Q8. Compared to Burberry is Gucci more Classy or trendy?
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
RESULTS-
Final Coordinates
Dimension
1 2
Final Coordinates
Dimension
1 2
INTERPRETATION
On the basis of social status Louis Vuitton and Burberry are similar and the consumer
feel that they come first when it comes to social status.
On the second quadrant of the perceptual map lies Dior and Gucci. Dior being very
close to the line of fist quadrant of the perceptual map. That means Dior is also
consider somewhat similar to Dior and Gucci.
Hermes and Balenciaga lies on the third and fourth quadrant of the perceptual map
and the consumer do not consider Hermes as more socially acceptable than rest other.
PART-2
CONJOINT ANALYSIS
OBJECTIVE-
The objective is to study the preferences of the consumer taking different attributes into
consideration- Price, Discounts, Customer Preferences. These attributes will reflect whether
the forecast the acceptance of the combination within the attribute of the products.
ANALYSIS
Conjoint analysis is used to find the most important attribute- Price. Discounts and customers
preference.
1 Consumer 3 TOPS
Preference
X2 2 SKIRTS
X1 1 DRESSES
2 DISCOUNTS 3 0-20
X4 2 21-40
X3 1 41-60
X6 2 AED 51-70
X5 1 AED 71-100
Where,
Xj =1 if the jth level of the ith attribute is present
= 0 otherwise
X1, X2 = dummy variables representing Consumer Preference
X3, X4 = dummy variables representing Discount
X5, X6 = dummy variables representing Price
ATTRIBUTES
Conclusion-
Consumer Prefer tops (0.788) along with Discounts of 21% to 40% along with the
price range of AED 51-70
For consumer preference of good quality cloth is very important than discount and
price.