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Conjoint Analysis for Biscuit Concept Development

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PIHU DADHICH
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4 views1 page

Conjoint Analysis for Biscuit Concept Development

Uploaded by

PIHU DADHICH
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

Concept Development using Conjoint Analysis

Problem Statement:

A snack food company is exploring the possibility of developing a new biscuit product.
Market research suggests that three attributes are most important for consumers while
selecting a biscuit:

1. Flavor (Butter, Chocolate, Spicy)

2. Texture (Crunchy, Soft)

3. Packaging Type (Pouch, Box)

Output of Conjoint Analysis


Attribute Level Utility

Flavor Butter -0.60

Flavor Chocolate 1.10

Flavor Spicy -0.50

Texture Crunchy 0.95

Texture Soft -0.95

Packaging Pouch -0.10

Packaging Box 0.10

Based on the above attributes, you are required to:

1) Identify the number of possible concepts

2) Prepare concept profiles (i.e., combinations of different attribute levels)

3) Comment on the relative importance of each attribute

4) Suggest the four best concepts based on the following conjoint analysis output.

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