Adopting Conjoint Analysis for Product Profile Identification

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SONY CURVED TV
Name:
Institution

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Executive Summary
The following report seeks to exhibit how CA can be adopted by SONY company to identify the
product profile which is likely to generate the maximum profit. As evident, it is essential to
incorporate numerous attributes of a product to ensure all concerns or are involved to obtain the
appropriate consumer preference (Weedmark, 2018). Similarly, it is essential to incorporate
different TV attributes to aid in identifying the consumer’s preferences. The coefficients of
regression represent the part-worth for each level. Moreover, to obtain the part-wort ranges the
minimum value of level is subtracted from the maximum value within the factor (attribute).
Generally, the most profitable product (NEW) is (SONY 65 in 120 HZ 4000 Pixels $9000) with
a profit of $244,719,950.

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Table of Contents
Executive Summary.............................................................................................................2
Introduction..........................................................................................................................4
Background..........................................................................................................................5
Importance of different TV attributes..................................................................................6
Methodology........................................................................................................................6
Data Analysis.......................................................................................................................7
Regression........................................................................................................................7
Part-worths.......................................................................................................................8
Part-worth Range.............................................................................................................9
Importance.......................................................................................................................9
Product Profiles for SONY................................................................................................10
Utilities..............................................................................................................................10
Purchase Probabilities........................................................................................................10
Profitability........................................................................................................................11
Recommendations..............................................................................................................11
References..........................................................................................................................11