REPORT ON: CREATION OF AN ADVERTISEMENT CAMPAIGN

FOR A HYPOTHETICAL ONLINE BUSINESS.

Mittal School of Business Academic Task Assignment 3

Section: Q3E30

Course Code:MKT 306

Course Title: Digital Marketing Analytics

Name of the faculty member: Dr. Vishal Soodan

Date of Submission: 15.10.2020

 GROUP MEMBERS

Name Registration Number Peer Rating

Mohammad Abrar Faiaz Sabab 11801100 10
Navjot Singh 11802578 07
Ayush Ranjan 11802376 10
Kolekar Karan Kantilal 11802357 10
 SUZUKI
Suzuki Motorcycle India Private Limited is a subsidiary of Suzuki Motor Corporation, Japan where in we are having the
same manufacturing philosophy of ...

The various identifiable variables of the car are:

PRICE

 CIAZ ZDI - Rs.12.42 Lakh

 CIAZ SIGMA - Rs.14.28 Lakh
 CIAZ ZXI - Rs.15.11 Lakh
 CIAZ RSMP- Rs.16.27 Lakh

FUEL CAPACITY

 12.42LIT
 14.48LIT
 15.11LIT
 16.27LIT

MILEAGE

 15.4KMPL
 15.8KMPL
 16KMPL
 16.36KMPL

Conjoint analysis

Conjoint analysis is the optimal market research approach for measuring the value that consumers place on
features of a product or service. This commonly used approach combines real-life scenarios and statistical
techniques with the modelling of actual market decisions.

How does conjoint analysis work?

Conjoint analysis is a technique used by various businesses to evaluate their products and
services, and determine how consumers perceive them. Products are broken-down into
distinguishable attributes or features, which are presented to consumers for ratings on a scale

PRODUCT DESCRIPTION

Suzuki have launched new model CIAZ ZDI ,CIAZ SIGMA ,CIAZ ZXI
CIAZ RSMP is the best and most expensive model of CIAZ
So the company has decided to do the conjoint analysis for finding the best attributes and level of that in order to fulfil the
demand of the product according to the preference of the customers.

VARIANT
S PRICE FUEL CAPACITY MILEAGE
12.42
ZDI L 45lit 15.4KMPL
14.48
SIGMA L 50lit 15.8KMPL
15.11
ZXI L 55lit 16.0KMPL
16.27
RSMP L 60lit 16.36KMPL

The product manager has listed 4 attributes for the new model of CIAZ variants, price, fuel capacity and mileage 1
attribute is variants more model with different price easly can be afoard by middle to upper family with
different fuel capacity and mileage also.

Creation of the card combination of different attributes and level

PERSONAL
variants PRICE FUEL CAPACITY MILEAGE RANK
Zxi 12.42L 45LIT 15.4KMPL 10
vdi 14.48 50LIT 15.8KMPL 9
xci 15.11L 55LIT 16KMPL 5
mvp 16.27L 60LIT 16.36KMPL 4
rsp 12.42L 45LIT 15.4KMPL 16
abx 14.48L 50LIT 15.8KMPL 11
xcb 15.11L 55LIT 16KMPL 17
xyz 16.27L 60LIT 16.36KMPL 2
abc 12.42L 45LIT 15.4KMPL 20
cde 14.48L 50LIT 15.8KMPL 17
efg 15.11L 55LIT 16KMPL 18
rrr 16.27L 60LIT 16.36KMPL 3
opo 15.11L 55LIT 16KMPL 17
kil 16.27L 60LIT 16.36KMPL 2
spu 12.42L 45LIT 15.4KMPL 12
dhs 14.48L 50LIT 15.8KMPL 3
wax 15.11L 55LIT 16KMPL 11
mrt 12.42L 45LIT 15.4KMPL 7
sum 14.48L 50LIT 15.8KMPL 3
asc 16.27L 60LIT 16.36KMPL 14

Here, in order to know the preference of the customer and find out which combination of the attributes is ranked as the
first and which as the last, we have created 20 combination of the attributes. Here, we have assigned the rank on the
ascending order of the preference where the most preferred combination is given the 1 st rank I.e 1 and the least
preferred is given the rank 20. But as we know that computer accepts the logic that 1 as the least and 20 as the highest

CREATION OF DUMMY VARIABLES:

DUMMY
VARIABLE
VARIANT PRICE CAPACITY MILEAGE  
16.27 60LI 16.36KMP
vdi vxi 12.42L L 45LIT T 15.4KMPL L RANK
0 1 1 1 1 0 0 1 4
1 0 0 0 0 1 0 0 7
0 0 0 0 0 0 0 1 3
0 1 1 0 1 0 1 0 11
1 0 0 1 0 0 0 0 17
0 0 0 0 0 1 0 1 13
0 1 1 0 1 0 0 0 4
1 0 0 1 0 1 1 0 17
0 0 0 0 0 0 0 0 14
0 1 1 0 1 0 0 1 10
1 0 0 0 0 1 0 0 6
0 1 1 1 0 0 1 0 12
1 0 1 0 1 0 0 0 20
0 0 0 0 0 1 0 1 4
0 1 0 0 0 0 1 0 7
1 0 1 1 0 0 0 0 8
0 0 0 0 1 0 0 1 15
0 1 1 0 0 1 1 0 4
1 0 1 0 0 0 0 0 14
0 0 0 0 0 1 1 1 15

Here we have created dummy variables in-order or to do the further regression analysis and find the
coefficient of regression for each variable. In-order to prepare the dummy variables we have taken into
consideration only two variables from each attributes and the neglected the other to perform the binary
calculation. Here all the dummy variables are the independent variable So, while selecting the data during
the data analysis process, we have to select the dummy variables as the X-component while the inverse
ranking as the Y-component and perform the calculation.
 CALCULATION / MULTI VARIATE REGRESSION ANALYSIS
The data analysis of the various attributes needs to be done for calculating their coefficients. So, in this conjoint analysis
where the variables have relation among one another, we have to do the regression analysis in order to know by what
values one variable is impacting the other variable. By doing the regression analysis, we get to know the coefficient of
regression for the all the independent variables which will be helpful for finding out the spread among the different levels
of the attributes and compare them in order to finalize what level to be taken as the most preference and what level to
be taken as least preference. The calculation table of has regression analysis been shown in the tables below:

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.457669583
R Square 0.209461447
Adjusted R Square -0.365475683
Standard Error 6.755149244
Observations 20

ANOVA
Significanc
  df SS MS F eF
132.997545 16.6246932 0.36432061 0.91881410
Regression 8 6 1 2 1
501.952454
Residual 11 4 45.6320413
Total 19 634.95      

  Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lo

- 19.5517830
Intercept 8.095447 5.205094625 1.555292955 0.148159972 3.36088902 2
-
17.1388270 13.8649356
vdi -1.636945696 7.04315579 -0.232416511 0.820482108 6 7 -
-
12.2573573 17.6377225
vxi 2.690182594 6.791295187 0.396122171 0.699590476 2 1 -
-
13.3363003 7.40910094
12.42L price -2.963599715 4.712753568 -0.62884674 0.542287415 7 4 -
16.27L price 4.015532369 4.402005977 0.912205115 0.381218134 - 13.7042821 -
5.67321745 9
 5
-
10.3718534
45LIT capacity 0.559402419 4.966528663 0.112634489 0.912349561 6 11.4906583 -
-
10.2512945 9.45214820
60LIT capacity -0.399573156 4.476050793 -0.089269129 0.930472639 2 9 -
-
9.05374180 11.6017617
15.4KMPL mileage 1.27400996 4.692331396 0.271508948 0.791027537 2 2 -
-
11.4459661 13.7630162
16.36KMPL mileage 1.158525018 5.726749741 0.202300619 0.843374672 7 1 -
 BENEFITS OF CONJOINT ANLYSIS IN THIS SCENRIO OF PRODUCT
DEVELOPMENT
Conjoint analyses has helped to break-down large number of attributes into smaller bundles for evaluations
and comparison. The seven different attributes are now rank in order of the preference. A conjoint
analysis ha

breakdown utility to consumer at individual level as well as aggregate of all the responses. Numerous new
techniques have been recently developed which help companies determine individual level utilities for
choice-based conjoint, which provide companies with useful insight which is invaluable to the decision
making when it comes to marketing, pricing and product placement.
Conjoint analysis has the ability to evaluate more than one variable unlike other two, which are only capable
of measuring one variable at one time. The tool has a unique ability to provide measure preference on a
scale rather than a “Yes or no” approach, which means that it gives more insightful understanding of
customer behavior and their preferences.