Marketing Analytics 1.

Marketing Analytics 1
SONY CURVED TV AUSTRALIAN MARKET ANALYTICS
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Marketing Analytics 2
SONY Curved TV Australian Market Analytics
Methodology and Findings
Part 1: Importance of TV Attributes
In determining the importance of different curved TV attributes in determining
consumers’ preferences, four main procedures were performed in an excel sheet. The
characteristics of the curved TV's considered in the case study include screen size (65, 75 and
85 inches), Brand (Samsung, SONY and LG), Refresh rate (120, and 240 Hz), Resolution
(4000, and 2160 pixels) and price ($4000, $6000, and $9000). The first step in the analysis
involved the estimation of regression coefficients for each respondent (a total of 20
respondents) (Svetlana, 2018). The factors estimates indicate how likely the consumers will
buy the given product profiles. The estimates were then presented as parts worth in excel
sheet (Data). However, for the report purpose of the reporting, the average part-worth
estimates were calculated and shown in table 1.
Part-worth Attribute Average Estimate
Screen size
65 -0.28
75 0.22
Brand
Samsung -0.36
SONY 0.05
Refresh rate 120Hz 0.50
Resolution 4000 pixels -0.11
Price
$4,000 1.26
$6,000 0.03
Table 1: Average Parts-worth Parameter Estimates.
The results show that a unit increase in the screen size for 65 inches TV will reduce
the consumers' preferences by an average of 0.28 units in Australia. Next, a unit increase in
screen size for 75inch TV will increase the consumer preference by 0.22 units in Australia.

Marketing Analytics 3
However, for the brand, a shift from Samsung will reduce consumers prefer to purchase
curved TV by an average of 0.36. Next, a change from a SONY brand will increase
consumers prefer to purchase curved TV by 0.05 units (Svetlana, 2018). A unit increase in
refresh rate above 120Hz result in an increase in consumer preferences to purchase curved
TV by 0.50 units while an increase in the resolution from the base of 4000 pixels reduces
consumer preferences by -0.11 units. On price, a price of $4000 increase consumer
preferences by 1.26 units while an amount of $6000 increase the choice by 0.03 units.
The second step involved the determination of the importance of parts-worth using the
calculation of the reference level of parts-worth. The calculation was based on the
multiplication of the estimated parts-worth coefficient and the weight for the existing brands
in Australia (Dobney, 2019). The third step entailed calculation of range the parts-worth —
the difference between the maximum and the minimum. Finally, the importance of different
curved TV attributes in determining consumers’ preferences was calculated as parts-worth
range divided by the total of the parts-worth range. The results of the importance are
presented in table 2.
Attribute Average Importance (%)
Screen size 15.4%
Brand 17.2%
Refresh rate 19.7%
Resolution 9.4%
Price 38.3%
Table 2: Average Importance of Attribute in Preference
On average screen size, brand, refresh rate, resolution, and price of curved TV account for
15.4%, 17.2%, 19.7%, 9.4%, 38.3% respectively of the preference to purchase a curved TV
by an Australian consumer (Dobney, 2019). Resolution accounts for a small percentage of