Required Assignment 8.

2: Analyze a Conjoint <Aarti>

Analysis Report

1. Brand Preference

From the graph above we conclude:

1. Based on the median preference scores, Irish Dark appears to be the most preferred brand,
followed by Kea Lager and Hurricane Pilsner. Kea
2. Pale and Hurricane Lager have the lowest median scores, with Hurricane Lager scoring
slightly lower than Kea Pale

Attribute Importance
 Attribute: Price per 330ml bottle Importance
 Score:1 (highly important) with 90% confidence intervals for all brands (Kea Pale,
Kea Lager, and Hurricane)
 Number of Responses:407 (exceeds recommended 300)

Key Findings:

1. Price per 330 ml bottle is the most important attribute receive the score of 1 (Highly
Important)cross all brands available.
2. This indicates that price per 330 ml bottle has the maximum impact on the purchase
decision of the buyer vs any other attribute collected during the survey.
3. It is to be noted Kia Lager gives wider options as compared to Irish Black with stronger
median score.
2. Preference of Levels

 Price is a significant driver of preference: When it comes to Irish Dark, he $1.50

price point has the highest average preference score, reflecting a strong preference for
the lower price option.

 Another key finding is when we compare brands like Irish Dar vs Kea Leager.
Interestingly survey participants are willing to pay more for Kea Leager at $2 in
comparison to Irish Dark at the same price.

 Below are few snapshots of Distribution of Most Preferred Levels

Another strengthening factor that across all brands of Beer, the consumer chooses the
cheapest price which further confirms that most consumers are looking for value for money.
  Irish dark attracts the maximum consumers at $1.50 price and has the potential to
lead the competition with respect to other brands

 Lastly, when I look at Hurricane Pilsner, interestingly even though maximum

consumer opt for $1.50 however they can also attract similar preference at $2 as well.

3. Ranked List:

 Top-Ranked Concepts: The top-ranked concepts reveal consumer preferences for Irish
Dark Stouts with a moderate 5.0% ABV and a reasonable price point ($1.50). This
suggests a preference for bolder flavours with moderate alcohol content at a value
price.
 Importance of Brand: While the data doesn't explicitly show brand ranking, the
presence of specific brands in top-ranked concepts suggests their brand recognition
and established reputation play a role in influencing consumer choice.
 Balance between Flavour and Price: Consumers seem to prioritize flavour (Irish Dark
Stout) to a certain extent, but also show a preference for affordable options as
evidenced by the price point in the top-ranked concept.
 Lower Preference for Certain Attributes: Concepts with Hurricane Lager, 4.0% ABV,
and $3.50 consistently ranked lower. This suggests a potential disinterest in lighter
lagers, lower alcohol content, and higher price points
 4. Demographic & Segmentation Findings

 Interesting to observe that Men consume more alcohol than women. However women
are almost at par as well. This confirms the fact that both these genders are equally
important when considering target segments.

 Furthermore, the middle age crowd from 30 – 45 years consume more beer followed
by 18-29 years.
5. Goodness of Fit Key Takeaways
Moderate Model Fit: The 55.5% McFadden's pseudo-R2 indicates a moderate fit for the
model, suggesting it explains a decent portion of the observed variation in beer preferences
based on the included factors.
Goodness of Fit