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Multinomial Logistic Regression Business Problem
Multinomial Logistic Regression Business Problem
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