Deakin Business School: Conjoint Analysis of the Television Industry

This report provides a comprehensive conjoint analysis of the television industry, focusing on consumer preferences and market share dynamics. The analysis examines key product attributes such as brand, price, screen size, refresh rate, and resolution, and their impact on consumer purchasing decisions. The study utilizes regression analysis to determine the relative importance of these attributes and predict market share for different product configurations, with a particular focus on Sony. The report also explores the competitive landscape, comparing Sony's offerings with those of LG and Samsung. The findings offer valuable insights into how companies can optimize product design, pricing strategies, and marketing efforts to maximize market share and customer satisfaction in the competitive TV market. The report includes detailed tables and statistical outputs to support the analysis.