Conjoint-Part-worth Instructional Guide.

1. Identify your attributes

Product Type/Ingredient
Pure Mango Juice
Mango Fruit Blend

Brand
Premium Niche
National

Price
7
4

2. Table all combinations. The values will be given (so don’t worry about the figures here).

Premium Mango Juice Mango Fruit Blend Premium Mango Juice Mango Fruit Blend
Premium Niche Premium Niche Premium Niche Premium Niche
7 7 4 4
Premium Mango Juice Mango Fruit Blend Premium Mango Juice Mango Fruit Blend
National Brand National Brand National Brand National Brand
7 7 4 4

3. Rank your choices

Premium Mango Juice Mango Fruit Blend Premium Mango Juice Mango Fruit Blend
Premium Niche Premium Niche Premium Niche Premium Niche
7 7 4 4
6 8 2 4
Premium Mango Juice Mango Fruit Blend Premium Mango Juice Mango Fruit Blend
National Brand National Brand National Brand National Brand
7 7 4 4
5 7 1 3
 4. Add Utility Scores (so don’t worry about the figures here).

Pure Mango Juice Mango Fruit Blend Pure Mango Juice Mango Fruit Blend
Premium Niche Premium Niche Premium Niche Premium Niche
7 7 4 4
2 0 6 4

Pure Mango Juice Mango Fruit Blend Pure Mango Juice Mango Fruit Blend
National Brand National Brand National Brand National Brand
7 7 4 4
3 1 7 5

5. Determine Part Worth Utility = Sum of the utility scores/quartiles

Add all the utilities per product then divide it by the quartile, or the number of times it was
shown in the table.

Part Worth
Utility
Pure Mango Juice 18 4 4.5
Mango Fruit
2.5
Blend 10 4

Premium Niche 12 4 3
National Brand 16 4 4

4 22 4 5.5
7 6 4 1.5

6. Compute the Utility Valuation – Determine how much utils is equivalent per dollar spend
Computed by the Difference in Price/Difference in Price Utility

=(7-4)/(5.5-1.5) *7-4 is the difference in the price/by the difference in the Part Worth Utility
=3/4
=0.75

$1 = 0.75 utils
7. Determine the Price to be set by a potential new entrant.

First, compute the

Difference of the 2 product Utils
Difference between the Brand Utils

= (4.5-2.5) – (4-3)
=2 – 1
=1

Then, get the lowest price in the attribute = 4.0 + equivalent utility
That is, $4.00 + 1 Util
0.75 (remember, 1 util = 0.75$)

Therefore,

$4.00 + $0.75 = $4.75

8. Lastly, Rank your products. Conjoint them again.

Utility Rank
Pure Mango Juice, Premium Niche, 7 6 6
Mango Fruit Blend, Premium Niche, 7 8 8
Pure Mango Juice, Premium Niche, 4 2 2
Mango Fruit Blend, Premium Niche, 4 4 4
Pure Mango Juice, National Brand, 7 5 5
Mango Fruit Belnd, National Brand 7 7 7
Pure Mango Juice, National Brand, 4 1 1
Mango Fruit Blend, National Brand, 4 3 3