Multinomial Logistic Regression

Business Problem:
Since the breakdown of COVID 19 pandemic, OTT platforms have become a major
source of entertainment and seen a significant rise in the number of users.
We are now conducting a study to know which platforms are mostly famous and
find the factors influencing the behavior of the subscribers towards those
platforms. This will even give us some data to understand users and enrich their
user experience. Various factors identified are-
 Subscription fees
 Availability of content
 Frequency of watching content
 Social Influence
 Age
 Gender
Platforms considered for the study-
Amazon Prime, Netflix, Disney+ Hotstar, Others
Questionnaire:
Q1. Age (years)?
Q2. Gender (1- Female, 0- Male)
 1
 0
Q3. Are you using any OTT platform currently?
 Yes
 No
If Yes,
Q1. Which platform are you using?
 Amazon Prime
 Netflix
  Disney+ Hotstar
 Others
Q2. Which factors influence your buying behavior?
1- Least likely, 5- Most likely
Factors 1 2 3 4 5
Subscription fees
Availability of content
Frequency of watching
content
Social Influence
If No,
Q1. Which platform are you most likely to subscribe to?
 Amazon Prime
 Netflix
 Disney+ Hotstar
 Others
Q2. Which factors might influence your buying behavior?
1- Least likely, 5- Most likely
Factors 1 2 3 4 5
Subscription fees
Availability of content
Frequency of watching
content
Social Influence

CONJOINT ANALYSIS
Business Problem:
IIM Kashipur houses nearly 600+ including students and staff. Despite this fact, it
does not run a professional restaurant inside its campus. Although there are
canteens existing inside, they only serve a very limited category of foods and are
not properly run. The need is to have a small, well run restaurant that all can
enjoy. Towards this end, it is necessary to gather student insights so as to come
up with the attributes of the restaurant which gives highest utility for students.

Methodology:
We shall be performing conjoint analysis to come up with the right attributes for
the restaurant.
We have come up with the features or attributes which is perceived to be most
appropriate for a restaurant. Under each attribute, we shall be considering the
most appropriate levels.
ATTRIBUTES/LEVELS Level 1 Level 2 Level 3 Level 4
Price of meal (for 2 Rs.300 Rs.400
Rs.200
people)
Luxurious Sporty Comfort(with
(with rich (with modern comfortable
Ambience-Theme lighting, vibes and chairs and
expensive attractive appropriate
décor) wallpaper) lighting)
North Indian South Indian Multi-
Food Cuisine Chinese
Cuisine
Near Near Gate Near Hostel
Location Academic
Block

Bundles
Attribute levels for a full-profile, fractional design Conjoint
study
Attributes / Bundle Bundl Bundl Bundl Bundl
Bundles 1 e2 e3 e4 e5
Price of meal(for Rs.20
Rs.200 Rs.300 Rs.400 Rs.300
2 people) 0
Ambience- Luxurio Comfo Sport
Sporty Sporty
Theme us rt y
North
Chines Chines Chines
Food cuisine Chinese India
e e e
n
Near
Near Near Near Near
Location Academ
Hostel Gate Gate Gate
ic Block

Attributes / Bundle Bund Bundle Bundl Bundle

Bundles 6 le 7 8 e9 10
Price of
Rs.40
meal(for 2 Rs.300 Rs.300 Rs.200 Rs.300
0
people)
Ambience- Luxurio Sport Comfor Comfo
Sporty
Theme us y t rt
Nort
North h North South South
Food cuisine
Indian India Indian Indian Indian
n
Near Near
Near
Near Acade Near Acade
Location Host
Gate mic Hostel mic
el
Block Block

Attributes / Bundle Bundl Bundl Bundle Bundle

Bundles 11 e 12 e 13 14 15 Bundle 16
Price of meal(for
Rs.400 Rs.300 Rs.200 Rs.300 Rs.400 Rs.300
2 people)
Ambience- Luxuriou
Sporty Sporty Comfort Sporty Luxurious
Theme s
Multi-
South South Multi- Multi- Multi-
Food cuisine Cuisin
Indian Indian Cuisine Cuisine Cuisine
e
Near Near Near Near Near Near
Location
Gate Gate Gate Gate Academi Hostel
 c Block

Using ME XL software, 16 different orthogonal bundles would be created.

The data collection step would involved asking the target segment to give ratings
for the bundles generated on a scale from 1 to 100 (with 1 being worst and 100
being best).
From these ratings, the part-worth utilities that the customers associate with
each level of an attribute could be determined. The set of levels which give the
highest utility could selected as the final features of the restaurant.