GROUP 3 - SUBMISSION III: CONJOINT ANALYSIS

Team Details:

Name Roll No
Sameer Dhuri I017
Paras Dhama I016
Shivani Somani I053
Nitin Agrawal I006
Raghav Kedia I028
Prateek Chandrasekara C010
Rishika Radhakrishnan C044

Level Utility Attribute 2 Level Utility Attribute 3 Level Utility

Attribute 1
Price 23000 -.145 Brand Samsung .077 RAM Size 3 GB -.093
25000 .020 Nokia -.110 4 GB .404
27000 .127 One Plus .063 6 GB -.311
29000 -.003 Oppo -.030

Attribute 4 Level Utility Attribute 5 Level Utility

Screen OMLED .029 Operating System Android -.060
TFT LCD -.029 Windows .060

Q1. Which of the following products consumer are likely to prefer more?
BRAND OS RAM SCREEN PRICE Overall Utility
Model D Oppo Android 6 GB OMLED 25000 -.232
Model E Nokia Windows 3 GB OMLED 23000 -.379
Model F Nokia Android 6 GB TFT LCD 25000 -.370
Model G One Plus Android 4 GB TFT LCD 23000 .353
Model H One Plus Windows 6 GB OMLED 25000 -.259

Hence, the consumers’ preference order is G > D > H > F > E.

Q 2. How much an average consumer would be willing to pay extra/Less if:

- Model E is provided with 6 GB instead of 3 GB
Overall utility for Model E 6GB variant = -.597
Since the difference from the initial overall utility is -.218, the average consumer would be will to pay Rs.2000 less.
- Model H is offered in Android version than windows
Overall utility for Model H Android variant = -.139
Since the difference from the initial overall utility is .120, the average consumer would be will to pay Rs.2000 more.

Q 3. Predict the market share of each of the following smart phones if they are launched in the market ABC:
1 Model P Samsung Windows 4 GB TFT LCD 27000 .519
2 Model Q Nokia Android 4 GB OMLED 25000 .403

Market ABC already has the following smartphones against which these new products are likely to compete.
Model U Samsung Android 4 GB OMLED 29000 .567
Model V Nokia Windows 6 GB TFT LCD 27000 -.383
Model X Oppo Android 6 GB TFT LCD 25000 -.290
Model Z Samsung Windows 6 GB OMLED 27000 -.138

The market shares are as follows:

Model P = 23.20%

Model Q = 20.67%

Model U = 24.34%

Model V = 9.42%

Model X = 10.34%

Model Z = 12.03%

Q4. Rank all the 5 attributes Price, Brand, RAM Size, Operating System and Screen as per their importance given by
consumers in the conjoint analysis study above.

The importance scores can be observed as follows-

Hence the attributes may be ranked as: Price > Brand > RAM > Screen > OS