Assignment On Conjoint Analysis of Asian Paints
Assignment On Conjoint Analysis of Asian Paints
Assignment On Conjoint Analysis of Asian Paints
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(B)-64
SUBJECT-CONSUMER BEHAVIOR
A.NEELAM RAO
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PGPM (B)-61
7/15/2009
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PROF.ROHIT PARASH
PGPM (B)-69
CHETANDIPTA SWAIN
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PGPM (B)-75
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(B)-80
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INTRODUCTION-
Satisfying customers’ wishes is a challenge for many companies
in the today’s rapidly changing and keenly competitive
environment. A thorough knowledge of customer needs is even
considered to be the foundation on which a company is built. In
pursuit of continuously offering better products and at the same
time making profit, companies have to implement well thought-
out strategies. Given price and cost constraints, a company can’t
completely satisfy all its customers’ wishes. Consequently an
important task of a company’s marketing department is to create
a profit maximizing bundle of product or service attributes or in
another word a profit maximizing value proposal. The main
question which has to be answered is — how to use the limited
resources of the company in product and service design and
development to maximize its profit.
1. Price
2. Durability
3. Beauty
4. Anti-algal
5. Shade Range
6. Usage
Holding all else constant, attributes defined on more levels than others will be biased upwards in
importance. For example, price defined as (10-20, 150, 250, 300, above 300) will receive higher
relative importance than when defined as (100, 250, above 300) even though the same price
range was measured. This hold true for quantitative (Price, shade range etc.) as well as
categorical (Brand, durability etc.)
The above 8 attributes and 31 levels can be defined as the competitive market for paints between
Asian paints, Kansai Nerolac and ICI Dulux. If you can define a market using this model, you
can use conjoint analysis for consumer behavior and preference.
Choice based or Discrete Choice Conjoint is by far the most preferred model for a conjoint
questionnaire. This is primarily because it models after consumer behavior in real-life. Most
purchases that consumers make today are basically trade-off based. Will you buy a Rs.250 per ltr
color paint 5 year durability having high anti-algal or a Rs.80 per ltr having no durability and
having no anti-algal protection?
Description: Apex Weatherproof Exterior Emulsion is a water-based 100% acrylic, exterior wall
finish. A high performance, long-lasting exterior paint specially formulated to withstand extreme
tropical conditions of high rainfall, humidity and heat, Apex provides excellent resistance against
the growth of algae and fungi on the walls. It offers excellent protection against alkali and UV
degradation too.
Description: Asian Paints Royale Play is a water-based special effects paint designed to create a
variety of special effects on interior walls.
Description: Premium Semi Gloss Enamel is safe and healthy water-based enamel which can be
applied on suitably prepared masonry surfaces, wooden and metal surfaces. It has features like
odour and fumes free, meets EN 71 standards, has low VOC, and is quick-drying such that 2
coats can be completed in the same day.
Product Description
Technical Data
Product Description
Nerolac Impression Excel Anti Peel Acrylic Exterior Paint is premium water
based, high performance, long lasting exterior paint, formulated to suit the
extreme tropical conditions of high rainfall, humidity and heat. The product is
based on 100% Acrylic resin and hence it forms a tough and flexible protective
film, with an excellent bonding to the substrate, which prevents peeling off or
cracking for years together. Nerolac Impression Excel Anti Peel Acrylic Exterior Paint contains a
unique combination of surface protect ants, which are released slowly.
Technical Data
Product Description
Technical Data
Ordinary exterior emulsions cannot protect exterior walls from patches of dampness,
algae, and fungus caused by rain. Dulux Weather Shield Max is especially formulated to
give long lasting protection and beautiful looks.
Dulux Water White Melamine
High performance two component system that has excellent decorative properties and
forms a hard colorless transparent protective layer. It is suitable for use as a coating to all
interior and sheltered exterior wooden surfaces. It is available in gloss and matt variant.
Attributes
Sl. Company
Shade Coverage in Anti-algal Durabilit Price
No sq ft/ltr (1
range y range per
Coats) 1ltr In Rs.
FINDINGS-
From the above analysis we find that Asian paints are the most preferred brand in
terms of paint and colors followed by Dulux and Kansai Nerolac paints.
CONCLUSION
Knowing customer needs and designing accordingly appealing
value proposals is a crucial success factor in today’s competitive
markets. The aim of consumer research is to shape such a value
proposal that would maximize the market share or profit of the
product, giving guidance to the company about how to best use
its limited resources. Conjoint analysis consists of planning and
implementing experiments among consumers in order to model
the consumer purchasing decision and to understand which
factors create value for the customer. Conjoint analysis embodies
more than seven major phases: it starts by selecting the product
attributes or factors which fulfill customer needs and finishes with
stating the relative importance of different attributes to customer.
All the major phases were discussed in the paper, to point out the
alternative approaches that a researcher could take, with the aim
of creating a suitable framework for implementing the research in
the case of Asian paints, Kansai Nerolac and ICI dulux. For
performing the conjoint analysis in the study of Asian paints,
Kansai Nerolac and ICI dulux customer’s needs, the full concept
approach was chosen. As the result of preliminary analysis and
structuring of customer needs, the six most important product
and service attributes were selected for further analysis.