Conjoint Analysis

Topics: Arithmetic mean, Scientific method, Marketing Pages: 13 (3604 words) Published: August 28, 2013
Project On Conjoint Analysis
Identifying Key Product Attributes & Product Designing of Mobile Phones


This paper intends to explore consumer preferences for Mobile phones attributes, to determine the optimal combination for consumers, and to provide manufacturers a reference for their marketing strategies. In this study, consumers were divided into several demographics (age, gender, occupation) and individual preferences for various mobile phone attributes were compared. Consumers showed significant demographical difference in their preferences over the combination of mobile phones attributes. The various combination of mobile phone attributes were grouped together. Subjects were asked to rank the 22 product profiles (Pair1 to Pair22) from the most to the least preferred. The variables Pref1 through Pref7 contain the IDs of the associated product profiles, that is, the card IDs. Subject 1, for example, liked pair13 most of all, so PREF1 has the value 13. Analysis of the data is a task that requires the use of command syntax—specifically, the CONJOINT command. The necessary command syntax has been provided in the file conjoint.sps.

Literature Review

N. Soutar et al. (2008), the study aims to examine its relevance in exploring the trade-offs followers make about leaders. The aim was to have an integrated understanding of leadership. The leaders were assessed on the eight leader attributes obtained from three focus groups. The study support the usefulness of conjoint analysis in leadership research as the results provided a clear picture of the way followers perceived their leaders. The findings of the study was that the participants traded off leader attributes sensibly, providing useful information about the attributes’ value. The value of the leadership attributes examined and the most valued leader attributes found were inspiration, trust and communication.

Marjon van der Pol et al. (1966), the purpose of this research paper is to know the factors affecting the preference of the consumers for the consumption of fruits and vegetables. The methodology used in this paper is the pilot questionnaire to know the factors affecting preferences for consumption of food and vegetables of consumers and most commonly fruits and vegetables consumed through conjoint analysis. The sample size was 600 that are randomly chosen households and the response rate was 63.5%. The result shows that there are 8 factors that affect the consumer preference of buying fruits and vegetables and the most important was price followed by taste and family preference.

Byoungho Jin et al. (2009), the purpose of the paper seeks to fill a research paper that aims to compare evaluative attributes that Chinese and Indian consumers utilize when purchasing denim jeans. The research methodology is such that the data were collected in Shanghai, China and Bangalore, India. The findings says that the attributes ranked by Indian and Chinese market were different. Chinese consumers placed the highest importance on price, followed by fitting, brand country of origin, quality, and design whereas Indian consumers placed importance on fitting, brand Country of origin, design, price, and quality, in descending order.

Anna Codini et al. (2012), the purpose of the paper seeks to fill a research gap that concerns empirical studies on value-based pricing in durable consumer goods. It analyses the relationship between value for the customer and market prices in the washing machines market. The research methodology is such that the customer value of a sample of 129 washing machine models is assessed through the conjoint analysis technique. It is then compared through a regression analysis to the market prices of the products. The conclusion follows as the regression analysis reveals that the alignment between price and value for the customer is limited (only one of the two subsamples presents a positive dependence among the variables)....

References: Harmen Oppewal, Marco Vriens, (2000),"Measuring perceived service quality using integrated conjoint experiments", International Journal of Bank Marketing, Vol. 18 Iss: 4 pp. 154 - 169
Geoffrey N
Geoffrey N. Soutar, Shaun Ridley, (2008),"Looking at leaders: a conjoint analysis", Leadership & Organization Development Journal, Vol. 29 Iss: 5 pp. 461 - 472
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