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ISBPM Assignment 8.2 Aditya Srivastava

The document analyzes survey results from a conjoint analysis of beer brands. It finds that Irish Dark has the highest brand value, followed by Kea Lager. While survey participants are willing to pay more for Kea Lager at $2, Irish Dark has a higher likelihood of being purchased at that price point. The analysis also shows that Irish Dark could attract more consumers and sales by lowering its price to $1.50. Demographic findings indicate that women consume more alcohol than men, and those aged 30-45 consume the most beer.

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Aditya Srivastava
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2K views5 pages

ISBPM Assignment 8.2 Aditya Srivastava

The document analyzes survey results from a conjoint analysis of beer brands. It finds that Irish Dark has the highest brand value, followed by Kea Lager. While survey participants are willing to pay more for Kea Lager at $2, Irish Dark has a higher likelihood of being purchased at that price point. The analysis also shows that Irish Dark could attract more consumers and sales by lowering its price to $1.50. Demographic findings indicate that women consume more alcohol than men, and those aged 30-45 consume the most beer.

Uploaded by

Aditya Srivastava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Required Assignment 8.

2: Analyse a Conjoint

Analysis Report
Beer (Brand Specific + Monadic Block)

The following graph shows the brand preference of the Beer brand with their combined
features

From the graph we conclude that Irish Dark has a bigger brand value
where median value greater than 6 as compared to the rest followed by
Kea Lager whose Median value is slightly above 2. Hurricane Pilsner, Kea
Pale and Hurricane Lager follow in sequence for the brand values. The
following graph shows 100% importance of the attribute 'Price per 330 ml'
of beer.It is to be noted Kia Lager gives wider options as compared to Irish
Black with stronger median score.

The pricing score below demonstrates price attributes for all brands
distributed across 100%
The following analysis shows preference for levels in our select
brands -
Irish Dark vs Kea Lager.

Interestingly survey participants are willing to pay more for Kea


Lager priced at 2$ vs Irish Dark at a same price of 2$.However,
priced at 2$ Kea Lager has more likelihood of being purchased by
the end consumer.

Let's Delve into the analysis of distribution preferences across Irish Dark.
The graph below indicates what is the distribution percentage by each
customer.

The following graph indicates which level is topmost preferred by the


percentage of customers
This concludes that Irish Dark can still flourish being charged at 2$
However reducing the price to 1.50$ could also attract heavy consumption
of the product. The other beer brands have a singular factor in the
analysed survey and would give Irish Dark a lead with added
35%consumer ready to buy the product at an attractive price.

Therefore, with this Conjoint scale we determine Kia Lager and Irish Dark
have attractive purchasing or buying intentions via target consumers.
Let's do a thorough analysis across brands as below

Ranked list of some product concepts as preferred by customers.

The insights above were obtained as a result of simulation performed


across different brands with the Alcohol based volume calculated in %
and benchmarked with the type and price per 330ml attribute within the
simulation. It is noteworthy that less Alcohol based volume coupled with
wider choices adds huge value to the end users.
Therefore, it is evident that offering wider choices for different consumer
types along with innovative features and attributes help companies
provide a sense of value in their product offerings.

Demo Graphics and Segmentation findings:

An interesting segmentation analysis portrayed Women consume more


Alcohol as compared to Men.

A further drill down on the age factor suggests Mid aged (30-45)
consumers tend to consume Beer the most followed by people aged
between (18-29)
Upon observing the consumption granularity amongst the consumers
most of them prefer an intake on a monthly basis at least followed by
weekly.

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