These spreadsheets exhibit content relate to the example of the conjoint

analysis on branded water bottle at ESCP Business School. This example was
developed and prepared by Dr. Hsin-Hsuan Meg Lee at ESCP Business School.
Accompanied slides and questions are developed solely as the basis for class
discussion and exercise. Data are not intended to serve as sources of primary
data for any actual use. No part of this publication may be reproduced, stored
in a retrieval system, used in a spreadsheet, or transmitted in any form or by
any means—electronic, mechanical, photocopying, recording, or otherwise—
without the permission of the author.
 Profile Price Material Straw Size Respondent 1 Respondent 2 Respondent 3
Profile 1 20 Stainless Steel Yes 500ml 3 1 2
Profile 2 12 Plastic Yes 250ml 3 2 3
Profile 3 25 Copper Yes 1000ml 4 1 6
Profile 4 12 Stainless Steel No 500ml 4 1 2
Profile 5 20 Plastic Yes 1000ml 2 1 3
Profile 6 25 Copper No 250ml 4 2 4
Profile 7 25 Copper Yes 1000ml 4 1 4
Profile 8 20 Plastic No 250ml 2 1 2
Profile 9 12 Stainless Steel No 250ml 4 3 3
Profile 10 25 Plastic Yes 500ml 2 1 2
Profile 11 20 Copper No 500ml 4 2 6
Profile 12 25 Plastic No 1000ml 2 1 1
Profile 13 20 Stainless Steel No 1000ml 3 1 1
Profile 14 12 Copper No 500ml 4 3 7
Profile 15 25 Plastic Yes 250ml 2 1 1
Profile 16 12 Copper Yes 1000ml 5 3 7
Profile 17 25 Stainless Steel No 500ml 2 1 2
Profile 18 20 Copper Yes 250ml 4 1 2
Profile 19 12 Stainless Steel Yes 1000ml 3 3 2
Respondent 4 Respondent 5 Respondent 6
1 7
2 3
6 5
3 2
1 1
1 5
6 3
1 2
3 2
2 3
1 4
1 2
3 3
4 4
1 1
7 1
2 3
1 4
5 1
Respondent 7 Respondent 8
1 5
2 4
1 3
2 5
1 3
1 3
1 3
1 1
1 5
1 1
3 2
1 1
1 3
3 4
1 2
2 3
1 2
2 3
3 6
Respondent 9
7 4
2 6
7 5
4 5
2 3
5 3
7 4
1 1
2 6
1 1
7 4
1 1
1 4
6 7
1 1
3 7
3 2
4 3
7 6
Respondent 10 Respondent 11 Respondent 12 Respondent 13 Respondent 14
5 3 6 6 5
4 4 3 2 4
6 5 5 5 6
3 7 5 5 4
2 4 3 2 3
2 3 5 4 4
3 2 5 5 6
3 6 2 1 1
4 5 5 5 5
5 2 1 1 3
4 6 5 4 5
6 2 2 1 2
6 4 5 5 6
7 7 7 4 6
6 3 1 2 1
7 2 7 6 7
5 5 3 5 4
2 3 3 3 3
6 6 7 6 6
Respondent 15
7
7
4
2
1
4
4
1
3
1
4
1
2
4
1
3
1
2
4
 Profile €12 €20 €25 Stainless Steel Plastic Copper
Profile 1 0 1 0 1 0 0
Profile 2 1 0 0 0 1 0
Profile 3 0 0 1 0 0 1
Profile 4 1 0 0 1 0 0
Profile 5 0 1 0 0 1 0
Profile 6 0 0 1 0 0 1
Profile 7 0 0 1 0 0 1
Profile 8 0 1 0 0 1 0
Profile 9 1 0 0 1 0 0
Profile 10 0 0 1 0 1 0
Profile 11 0 1 0 0 0 1
Profile 12 0 0 1 0 1 0
Profile 13 0 1 0 1 0 0
Profile 14 1 0 0 0 0 1
Profile 15 0 0 1 0 1 0
Profile 16 1 0 0 0 0 1
Profile 17 0 0 1 1 0 0
Profile 18 0 1 0 0 0 1
Profile 19 1 0 0 1 0 0
No Straw Straw 250ml 500ml 1000ml Respondent 1 Respondent 2
0 1 0 1 0 3 1
0 1 1 0 0 3 2
0 1 0 0 1 4 1
1 0 0 1 0 4 1
0 1 0 0 1 2 1
1 0 1 0 0 4 2
0 1 0 0 1 4 1
1 0 1 0 0 2 1
1 0 1 0 0 4 3
0 1 0 1 0 2 1
1 0 0 1 0 4 2
1 0 0 0 1 2 1
1 0 0 0 1 3 1
1 0 0 1 0 4 3
0 1 1 0 0 2 1
0 1 0 0 1 5 3
1 0 0 1 0 2 1
0 1 1 0 0 4 1
0 1 0 0 1 3 3
Respondent 3 Respondent 4 Respondent 5
2 1
3 2
6 6
2 3
3 1
4 1
4 6
2 1
3 3
2 2
6 1
1 1
1 3
7 4
1 1
7 7
2 2
2 1
2 5
Respondent 6 Respondent 7
7 1
3 2
5 1
2 2
1 1
5 1
3 1
2 1
2 1
3 1
4 3
2 1
3 1
4 3
1 1
1 2
3 1
4 2
1 3
Respondent 8
5 7
4 2
3 7
5 4
3 2
3 5
3 7
1 1
5 2
1 1
2 7
1 1
3 1
4 6
2 1
3 3
2 3
3 4
6 7
Respondent 9 Respondent 10 Respondent 11 Respondent 12 Respondent 13
4 5 3 6 6
6 4 4 3 2
5 6 5 5 5
5 3 7 5 5
3 2 4 3 2
3 2 3 5 4
4 3 2 5 5
1 3 6 2 1
6 4 5 5 5
1 5 2 1 1
4 4 6 5 4
1 6 2 2 1
4 6 4 5 5
7 7 7 7 4
1 6 3 1 2
7 7 2 7 6
2 5 5 3 5
3 2 3 3 3
6 6 6 7 6
Respondent 14 Respondent 15
5 7
4 7
6 4
4 2
3 1
4 4
6 4
1 1
5 3
3 1
5 4
2 1
6 2
6 4
1 1
7 3
4 1
3 2
6 4
Profile €20 €25 Plastic Copper Straw 500ml 1000ml R01 R02 R03 R04 R05 R06 R07 R08
Profile 1 1 0 0 0 1 1 0 3 1 2 1 7 1 5 7
Profile 2 0 0 1 0 1 0 0 3 2 3 2 3 2 4 2
Profile 3 0 1 0 1 1 0 1 4 1 6 6 5 1 3 7
Profile 4 0 0 0 0 0 1 0 4 1 2 3 2 2 5 4
Profile 5 1 0 1 0 1 0 1 2 1 3 1 1 1 3 2
Profile 6 0 1 0 1 0 0 0 4 2 4 1 5 1 3 5
Profile 7 0 1 0 1 1 0 1 4 1 4 6 3 1 3 7
Profile 8 1 0 1 0 0 0 0 2 1 2 1 2 1 1 1
Profile 9 0 0 0 0 0 0 0 4 3 3 3 2 1 5 2
Profile 10 0 1 1 0 1 1 0 2 1 2 2 3 1 1 1
Profile 11 1 0 0 1 0 1 0 4 2 6 1 4 3 2 7
Profile 12 0 1 1 0 0 0 1 2 1 1 1 2 1 1 1
Profile 13 1 0 0 0 0 0 1 3 1 1 3 3 1 3 1
Profile 14 0 0 0 1 0 1 0 4 3 7 4 4 3 4 6
Profile 15 0 1 1 0 1 0 0 2 1 1 1 1 1 2 1
Profile 16 0 0 0 1 1 0 1 5 3 7 7 1 2 3 3
Profile 17 0 1 0 0 0 1 0 2 1 2 2 3 1 2 3
Profile 18 1 0 0 1 1 0 0 4 1 2 1 4 2 3 4
Profile 19 0 0 0 0 1 0 1 3 3 2 5 1 3 6 7
R09 R10 R11 R12 R13 R14 R15
4 5 3 6 6 5 7
6 4 4 3 2 4 7
5 6 5 5 5 6 4
5 3 7 5 5 4 2
3 2 4 3 2 3 1
3 2 3 5 4 4 4
4 3 2 5 5 6 4
1 3 6 2 1 1 1
6 4 5 5 5 5 3
1 5 2 1 1 3 1
4 4 6 5 4 5 4
1 6 2 2 1 2 1
4 6 4 5 5 6 2
7 7 7 7 4 6 4
1 6 3 1 2 1 1
7 7 2 7 6 7 3
2 5 5 3 5 4 1
3 2 3 3 3 3 2
6 6 6 7 6 6 4
 R1 R2 R3 R4 R5 R6 R7
Coefficients Coefficients Coefficients Coefficients Coefficients Coefficients
Intercept 3.70 2.52 1.90 2.71 2.12 1.60 5.05
€20 -0.70 -1.33 -1.52 -2.47 1.57 -0.72 -1.30
€25 -0.87 -1.38 -1.81 -1.29 1.40 -1.31 -1.72
Plastic -0.81 -0.05 1.13 -1.19 -1.44 0.30 -2.21
Copper 1.11 0.49 3.80 0.80 0.53 0.78 -1.23
Straw 0.05 -0.18 -0.23 0.75 0.53 0.00 0.94
500ml -0.26 -0.21 1.34 0.40 0.61 0.60 -0.41
1000ml -0.12 -0.04 0.96 2.16 -1.08 0.18 -0.31

Q4 R1 R2 R3 R4 R5 R6 R7
Option a 2.82 2.25 3.75 4.42 0.13 2.08 3.47
Option b 3.94 1.63 3.88 2.22 4.05 1.07 2.10
Option c 2.56 0.92 1.43 1.81 4.13 0.89 2.92

Q1 - utility best option Q2 - most important attribute

Baselines R2 R13 R9
12 Euros 0 3.01 6.32 Price 3.59
Stainless steel 0 Material 2.12
No straw 0 Straw 0.49
250 ml 0 Size 0.71
6.90

Option a plastic, 1000, with a straw, 12

Option b copper, 250, without a straw, 25
Option c stainless steel, 500, without a straw, 25

Q5 R1 R2 R3 R4 R5 R6 R7
partworth -0.1987749 -0.3703281 -0.1075789 -0.1946636
overall utility a 2.05 4.05 1.97 3.27

Q6 R1 R2 R3 R4 R5 R6 R7
parthworth price -0.62 -2.21 -1.01 -0.55
maximum price 15.72 19.15 23.27 15.37
 R8 R9 R10 R11 R12 R13 R14 R15
Coefficients Coefficients Coefficients Coefficients Coefficients
2.58 5.55 4.19 5.66 5.22 5.08 4.47 3.44
0.11 -2.79 -1.52 -0.79 -1.29 -0.52 -1.15 -0.80
0.04 -3.59 -0.57 -1.82 -2.08 -0.36 -1.26 -1.30
-2.63 -1.24 0.15 -0.23 -2.29 -3.88 -2.10 -1.21
1.52 0.87 -0.19 -0.10 0.60 -1.02 0.49 0.44
1.37 0.49 0.00 -1.27 0.01 0.66 0.44 1.43
1.52 0.17 1.38 0.71 0.57 0.15 0.87 0.00
0.50 0.71 1.67 -0.06 1.28 0.59 1.62 -0.81

R8 R9 R10 R11 R12 R13 R14 R15

1.8 5.50 6.01 4.09 4.23 2.44 4.42 2.85
4.1 2.83 3.43 3.73 3.75 3.70 3.70 2.59
4.1 2.12 5.00 4.54 3.72 4.86 4.08 2.15

mportant attribute
R14
52% 1.26 21%
31% 2.59 44%
7% 0.44 7%
10% 1.62 27%
5.91

R8 R9 R10 R11 R12 R13 R14 R15

-0.4189161 -0.2287375 -0.1927949 -0.1724252 -0.1197882
5.08 5.78 4.03 4.25 2.73

R8 R9 R10 R11 R12 R13 R14 R15

-2.67 -1.01 -0.48 -0.34 -0.26
19.64 17.29 14.99 14.36 14.64
 Q3
Copper 11
Plastic 1
Stainless steel 3

Q4 Market share
9 0.6
3 0.2
3 0.2
15
 OVERALL UTILITIES
respondent a b c a with increased price of 13.2
1 2.82 3.94 2.56
2 2.25 1.63 0.92 2.05
3 3.75 3.88 1.43
4 4.42 2.22 1.81 4.05
5 0.13 4.05 4.13
6 2.08 1.07 0.89 1.97
7 3.47 2.10 2.92 3.27
8 1.81 4.14 4.14
9 5.50 2.83 2.12 5.08
10 6.01 3.43 5.00 5.78
11 4.09 3.73 4.54
12 4.23 3.75 3.72 4.03
13 2.44 3.70 4.86
14 4.42 3.70 4.08 4.25
15 2.85 2.59 2.15 2.73

BLUE MEANS: OVERALL UTILITY OF A IS HIGHEST, EVEN WITH HIGHER PRICE

respondent WTP 2nd best
14 14.36 C
15 14.64 B
12 14.99 B
7 15.37 C
2 15.72 B
10 17.29 C
4 19.15 B
9 19.64 B
6 23.27 B
WE START WITH 9-3-3 (FOR A, B, and C, respectively)
at prices above 14.36: number of people who select A-B-C becomes 8-3-4
at prices above 14.64: number of people who select A-B-C becomes 7-4-4
at prices above 14.99: number of people who select A-B-C becomes 6-5-4
at prices above 15.37: number of people who select A-B-C becomes 5-5-5

Example for R02

VPnew = Veuro20*(Pnew-12)/8 -0.62= -1.33*(Pnew-12)/8

Pnew = VPnew*8/ Veuro20 +12 Pnew = -0.62*8/ -1.33 +12