CONJOINT EXPERIMENT

Summarized Results & Discussions
The conjoint analysis is done for the early riders company for 4 attributes and their 2 levels.
Hence, there will be 16 different product bundles of different level of attributes. The detailed
attributes and allocation of dummy variables is given in exhibit 1. The candidates have been
assigned 12 product bundles and 4 haven’t been assigned. The conjoint analysis is done using
the regression to check the common ranking of preferences of all the 40 respondents. The
regression analysis produces the following models using four attributes. The model is given
below:-
Rank = 3.845 + Price*3.95 +Height * 3.425 – Motion *.558 – Style *.275
By using the above formula the rank for the entire product bundle has been found as given in
the below table. The rank preferences for unassigned products are also found as shown in the
table:-
Profile A B C D Rating Regression analysis Rating Market Share
1.00 0.00 0.00 0.00 0.00 7 3.846 3.38%
2.00 0.00 0.00 0.00 1.00 N.A 3.571 3.14%
3.00 0.00 0.00 1.00 0.00 N.A 3.288 2.89%
4.00 0.00 0.00 1.00 1.00 0 3.013 2.65%
5.00 0.00 1.00 0.00 0.00 9 7.271 6.39%
6.00 0.00 1.00 0.00 1.00 6 6.996 6.14%
7.00 0.00 1.00 1.00 0.00 6 6.712 5.90%
8.00 0.00 1.00 1.00 1.00 2 6.437 5.65%
9.00 1.00 0.00 0.00 0.00 12 7.796 6.85%
10.00 1.00 0.00 0.00 1.00 10 7.521 6.60%
11.00 1.00 0.00 1.00 0.00 8 7.238 6.36%
12.00 1.00 0.00 1.00 1.00 5 6.963 6.11%
13.00 1.00 1.00 0.00 0.00 N.A 11.221 9.85%
14.00 1.00 1.00 0.00 1.00 11 10.946...