RESEARCH METHODOLOGY PROJECT

GROUP MEMBERS
RUSHABH THAKKAR YUSRA NAIK UDIT BIDAWATKA SANAD SARAWGI PRAGATI MEHTA KRUNAL TRIVEDI 12114 12163 12147 12121 12086 12049

CONJOINT ANALYSIS
Conjoint Analysis is a technique used to assess the different contributions aspects of a product or service make to individuals in the purchasing decision. A conjoint study usually involves showing respondents product profiles and asking them to indicate (in a variety of ways) how much they like or prefer these alternative product profiles. Statistics are then used to work out the contribution that each product attribute is making to the overall likeability

HYUNDAI CAR

THREE ATTRIBUTES
PRICE 3LAKHS 5LAKHS 10 LAKHS 12KMPl 15KMPl 18KMPl HIGH MEDIUM LOW

MILEAGE

MAINTENANCE

RANKING
Since we have 3 levels of the 3 attributes that we have considered, we get a total of 3*3*3=27 different combinations of attribute levels Next stage of the input process is to collect from a respondent his ranking for all the 27 combinations of attribute levels.

Descending order

CODING

OUTPUT

ANALYSIS AND INTERPRETATION

A) PRICE 3L 5L 10L 0.556 -5.22 4.664 =0 2.889 -3.222 0.333 =0

B) MILEAGE

12 15 18

C)MAINTAINANCE HIGH MEDIUM LOW

0.889 -0.222 -0.667 =0

ANALYSIS AND INTERPRETATION

Range of Utilities ( Maximum value - Minimum value )
a) Price (in Rs.) 4.664 (- 5.22) = 9.884 b) MILEAGE(in KM/PH) 2.889 (- 3.222) = 6.111 c) MAINTAINANCE 0.889 (-0.667) = 1.556 The range of utility is the highest for the attribute Price i.e. 9.884. Hence , we can say that the Price of the CAR is the most important attribute for the customer The MILEAGE of the CAR seems to be the second most important attribute, as its range of utility is 6.111 The last attribute in relative importance is the MAINTAINANCE with the utility range of 1.556

ANALYSIS AND INTERPRETATION

Individual Attributes
We can also check what difference in utility a change of one level in one attribute makes.

Attribute 1 :- Price
Price of Rs. 3Lakhs to Rs. 5Lakhs has a 4.667 units drop in utility but it increases rapidly at the next stage (i.e. Rs.10Lakhs) with a 9.886 units increase in utility

Attribute 2 :- Mileage
Mileage of 12 to 15 has a 0.334 units drop in utility but it increases at the next stage (i.e. 18) with a 3.555 units increase in utility

Attribute 3 :- Maintainance
Maintainance of High to Medium has a 0.666 units drop in utility and it decreases at the next stage (i.e. Low) with a 0.888 units decrease in utility.

ANALYSIS AND INTERPRETATION

Combination Utilities
We can pick up one attribute level from each attribute and combine their part utilities to calculate the total utility of the combination For example, Price Mileage Maintainance ( 4.664 - 3.222 + 0.889 = 2.331 )

BEST COMBINATION
To get the best combination, we pick up the highest utilities from each attribute and add them. Price Mileage Maintainance 4.664 + 2.889 + 0.889 = 8.442 The best combination for the customer is a Price of Rs.10Lakhs , 12 km/hr of Mileage and Maintainance should be high.

THANK YOU