MARKET RESEARCH ANALYSIS ON

PREFERENCE OF CONSUMERS FOR MID-RANGE

TELEVISION BY USING CONJOINT ANALYSIS

PRESENTED BY:
ASHIMA CHATRATH
GARIMA SHARMA
SWETA KEDIA
VAIBHAV JAIN
JYOTI PRAKASH NAYAK
INTRODUCTION

 Various attributes of a television are key parts of the marketing plan for
companies to make their televisions sell.
 Manufacturing televisions at par to the expectations of consumers makes it easy
for marketers to communicate and sell their brand easily.
 Its necessary for companies to understand preference of consumers for mid-
range television through market research analysis using conjoint analysis. This
helps them to understand what attributes consumers expect in a television while
purchasing.
LITERATURE REVIEW

 Studies have indicated the following important attributes

of a television;
Brand
Price
Size
Shape
ATTRIBUTES
 BRAND
 Sony
 LG
 Samsung
 PRICE
 25,000
 30,000
 40,000
 SIZE
 22 INCHES
 30 INCHES
 34 INCHES
 SHAPE
 Curve
 Slim
FRACTIONAL ● Total number of combinations:  BRAND
3*3*3*2=54 1. Sony
FACTORIAL ● After applying FFD; Total
2. LG
DESIGN combinations: 9
3. Samsung (RG)
 PRICE
1. 25,000
2. 30,000 (RG)
3. 40,000
 SIZE
1. 22 INCHES
2. 30 INCHES
3. 34 INCHES
(RG)
 SHAPE
1. Curve
2. Slim (RG)
  Sample size: 84
 Average preferences of the people were found to be;

ABOUT THE
DATA
DUMMY VARIABLE REGRESSION

 Dummy Variable for Price  Dummy Variable for Size

BRAND CODE D1 D2 SIZE CODE D1 D2
Sony 1 1 0 22 inches 1 0 1
Samsung 2 0 0 30 inches 2 1 0
LG 3 0 1 34 inches 3 0 0
 Dummy Variable for  Dummy Variable for Shape
Price
PRICE CODE D1 D2 SHAPE CODE D1
25000 1 1 0 Slim 1 0

30000 2 0 0
Curve 2 1
40000 3 0 1
DUMMY VARIABLE REGRESSION ANALYSIS
DUMMY
VARIABLE
REGRESSION
ANALYSIS
(CONTD.)
CALCULATION OF PARTWORTHS

From the regression analysis, we got the equations for calculating partworths. The equations
are;

 For Brand:  For Price:

 X11-X12= +.146  X21-X22= 0.106
 X13-X12= -.114  X23-X22= .024
 X11+X12+X13= 0  X21+X22+X23= 0
 For Size:  For Shape:
 X31-X33= -0.439  X42-X41= -0.028
 X32-X33= -0.114  X42+X41= 0
 X31+X32+X33= 0  X41=0.014
CALCULATING
PARTWORTHS

 After solving the

equations, the
partworths were found
to be;
RECOMMENDATIONS

 The importance for size is 54.47%. Hence, size plays a major role in
consumer buying behavior of a television.
 Under size, 34 inches has highest partworth. So, we recommend
the size of the television to be 34 inches.
 Second highest importance is given to brand i.e. 31.89%.
Therefore, we recommend television of 34 inches with preference
towards brand and a little preference towards shape and price.
THANK YOU