PRESENTATION

ON
CONJOINT ANALYSIS

Presented by:
Chetan
Ruchika
vidyanand
 CASE STUDY 1
INTRODUCTION:
 XYZ co. identified the attributes important to
them
 To determine from a potential customer how
imp each attribute is to him
 To know how much utility the customer
derives from each combination of these levels
of attributes
 CONTD…..
THE THREE IMPORTANT ATTRIBUTE
IDENTIFIED FOR THE PAINT:

 Life- this is the number of years the paint coat

lasts
 Price- the price of one litre of paint
 Color- the color of paint
 CONTD…...
THE LEVELS OF ATTRIBUTES:

 Life- 3 years, 4 years, 5 years

 Price- Rs. 50 per litre, Rs. 60 per litre, Rs. 70
per litre
 Color-Green, Blue, Cream
 CASE STUDY 2
INTRODUCTION:
 Marketing manager of Reynolds wants to
know how the customer values features
offered by its micro tip pen

 Identifies the attributes important to

customer
 CONTD…..
ATTRIBUTES OF A MICRO- TIP PEN:
 T he price of the micro tip pen
 The color of ink in refill
 Diameter of tip of the refill
 CONTD…..
THE LEVEL OF THESE ATTRIBUTES ARE:
 Price- Rs. 5, Rs. 7, and Rs.10
 Color of ink- blue, black and red
 Diameter of the tip- 0.25mm, 0.45mm and .
5mm
 CASE STUDY 3
INTRODUCTION:
 Consumer durable- BPL color television
 Identify the attributes of the product
 Levels for each attribute that one is willing to
design
 CONTD…..
ATTRIBUTES AND THE LEVELS OF THE PRODUCT:
 Price – Rs. 14000, Rs. 19000 and Rs. 25000
 Longevity in years- 2 yrs, 4 years, 5 years
 Dimension – 14”, 21” and 25”