the pattern of new product adoptions (Bass Diffusion Model)
6
Purpose:
To incorporate customer preferences into the new product design process.
Process:
By evaluating how customers make tradeoffs between various product attributes.
Output of CA:
- A numerical assessment of the relative importance each customers attaches to attributes of a product set.
-
The value (utility) provided to each customer by each attribute option. 7
Input is overall preferences. Thus, CA links customers’ stated overall preferences to utility values. For example,
Memory
$1,000
Price
$1,500
8 Mb
16 Mb
24 Mb
4
7
9
2
5
8
$2,000
1
3
6
9 = Most preferred
•
•
•
1 = Least preferred
8
Memory
$1,000
Price
$1,500
8 Mb
16 Mb
24 Mb
4
7
9
2
5
8
1
3
6
20/3
15/3
10/3
=
=
=
6.7
5.0
3.3
Part-Worth:
$2,000
PartWorth
7/3 =
15/3 =
23/3 =
2.3
5.0
7.7
9
Example:
Utility of 24 Mb vs 16 Mb = 7.7 – 5.0 = 2.7 units, while
Utility of $1,000 vs $1,500 = 6.7 – 5.0 = 1.7 units
Thus, 8 Mb is worth more than $500 to this customer.
How does this help a manager?
If I have a 64 Mb product selling for $1600/-, how should I price a product if I add 8 Mb to it?
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
4
3
10
6
15
16
2
1
8
5
13
11
7
9
14
12
17
18
Ranking as
Estimated
by Model
4
3
10
8
16
15
2
1
6
5
13
11
7
9
14
12
18
17
* 1 = most preferred, 18 = least preferred.
11
Conjoint Analysis: Graphical Output
Thickness
Spiciness
Color
2
1
0
-1
-2
Regular
0.161
Thick
0.913
Ex-Thick
Mild
-1.074 1.667
Medium-Hot
0.105
Ex-Hot
Red
-1.774 -0.161
Green
0.161
Range of utility = {(.913, -1.074), (1.667, -1.774), (-.161, .161)}
= {1.987, 3.441, .322}
Total = 5.75
Ideal Product??
Second Best??
12
0
20
40
60
Spiciness
100 %
59.8%
Thickness
Color
80
34.6%
5.6%
13
Maximum
utility rule
Share
of preference rule
Logit
choice rule
14
Designing new products that enhance consumer utility.
Forecasting sales/market share of alternative product concepts.
Identifying market segments for which a given concept has high value.
Identifying the “best” concept for a target segment.
Pricing products/product bundles.
Product line management.
Positioning new products to different segments.
EDLHODM Assignment 1 Unique code: 856329 Karin Gertze 45064423 Table of Contents 2 Page: Introduction_____________________________________________3 Question 1 Learner motivation_______________________________________3 Communication__________________________________________4 Interpersonal relations between learners and the educator_________5 The maintenance of discipline______________________________6 My classroom discipline policy_____________________________7 Question 2______________________________________________8…