PresentationonBrand development
By:
SufiaQureshi
Exe MBA 09/10
IIPM, Hyd.

CARD 2
Jar size- large
Brand- Kenstar
Motor capacity-80W
Color- White
Portability- portable
Price-Rs. 1200
CARD 1
Jar size- medium
Brand- Samsung
Motor capacity-40W
Color- White
Portability- portable
Price-Rs. 700

Conjoint AnalysisProduct- Single jar grinderAttributesJar size- Large, medium, smallBrand- Maharaja, Kenstar, Samsung, New brandMotor capacity- 40 watt, 60W, 80WColor- White, BlackPortability- Portable, not portablePrice-(Rs.) 700, 900,1200
EASY GRIND
dESIGNED to grind

Consumer Profile
Nuclear families
Middle income group
Working couples ( out of their hometown)
Ad hoc working group- for the completion of the project.
Type of Buyer
Consumer
Characteristics
Convenience seeker
Price sensitivity - low
Quality High preference
Brand loyal
Benefits Sought
From Product
Portability
Convenience
Quality

13 combinations for estimation

3 combinations for the validation
Base profile
Jar size- Large
Brand-Maharaja
Motor capacity- 40W
Colour-White
Portability- Portable
Price-Rs.700

Suppose Taiba evaluates the 13 combinations and provide the following preference ratings:

Coefficients

So, what does Taiba want?
Jar size- large
Brand- Maharaja
Motor capacity- 60W
Colour-black
Portabilty-portable
Price- Rs. 700
Thus, using conjoint analysis the profile of a consumer can be determined.

Importance of Conjoint analysis

• It helps in making the profile of a consumer in terms of his preference to various attributes.
• An aggregate of such preferences helps to predict the potential of a new brand.
• Conjoint analysis is very effective in formulating pre-launch strategy.
• It reflects the need and expected performance of a product as perceived by a consumer.
• It answers the million dollar question; what does the customer want?