Perceptions of Discount store- Conjoint Analysis for Super Market1:Regression

Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing DataSet1 <none> <none> <none> 10 User-defined missing values are treated as missing. Cases Used Statistics are based on cases with no missing values for any variable used. Syntax REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS R ANOVA /CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT v7 /METHOD=ENTER v1 v2 v3 v4 v5 v6 /RESIDUALS HIST(ZRESID). 16-Sep-2011 16:45:56

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Processor Time Elapsed Time Memory Required Additional Memory Required for Residual Plots

00:00:00.375 00:00:00.437 3092 bytes

288 bytes

[DataSet1]

a. All requested variables entered. b. Dependent Variable: v7

Std. Error of the Model 1 R .712a R Square .507 Adjusted R Square -.480 Estimate 3.683

a. Predictors: (Constant), v6, v1, v5, v4, v2, v3 b. Dependent Variable: v7

ANOVAb Sig. .777a

Model 1 Regression Residual Total

Sum of Squares 41.800 40.700 82.500

df 6 3 9

Mean Square 6.967 13.567

F .514

a. Predictors: (Constant), v6, v1, v5, v4, v2, v3 b. Dependent Variable: v7

Coefficientsa Standardized Model Unstandardized Coefficients B 1 (Constant) v1 v2 v3 v4 v5 v6 a. Dependent Variable: v7 5.600 .067 -.133 2.033 1.033 -1.600 3.300 Std. Error 2.393 4.393 2.196 7.127 2.362 2.054 4.865 .017 -.042 .470 .339 -.390 .897 Coefficients Beta 2.340 .015 -.061 .285 .438 -.779 .678 .955 .794 .691 .493 .546 .101 .989 t

Sig.

Analysis:Attributes Level

Range of Part Utility Utilites(Max. Min.) 20 50 80 0.067 -0.133 0.066 2.033 1.033 -3.066 5.00 5.099 0.2

Discount

No.of Sales Persons

3 4 5

Payment Method

Cash -1.6

Debit card 3.3 Credit Card -1.7 Now, part utilities of every level of every attribute is available to us. We can make many conclusions based upon this. First we can conclude that No. of sales persons(5.099) is the most important attribute for the customer. From the discount the highest utility is for 20% and for No.of sales persons the highest utility level is 3 and for the payment method the highest utility level is Debit card. So if we combine these three attribute levels then the customer will feel highest utility levels.

Perceptions of Discount store- Conjoint Analysis for Super Market2:-

Regression
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing DataSet1 <none> <none> <none> 10 User-defined missing values are treated as missing. Cases Used Statistics are based on cases with no missing values for any variable used. 16-Sep-2011 16:52:36

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Processor Time Elapsed Time Memory Required Additional Memory Required for Residual Plots

00:00:00.375 00:00:00.344 3092 bytes

288 bytes

[DataSet1]

Model Summaryb Std. Error of the Model 1 R .730a R Square .533 Adjusted R Square -.400 Estimate 3.582

a. Predictors: (Constant), v6, v2, v5, v1, v4, v3 b. Dependent Variable: v7

ANOVAb Sig. .744a

Model 1 Regression Residual Total

Sum of Squares 44.000 38.500 82.500

df 6 3 9

Mean Square 7.333 12.833

F .571

a. Predictors: (Constant), v6, v2, v5, v1, v4, v3 b. Dependent Variable: v7

Coefficientsa Standardized Model Unstandardized Coefficients B 1 (Constant) v1 v2 v3 v4 v5 v6 a. Dependent Variable: v7 1.833 -6.500 4.000 -8.500 1.000 -1.833 -6.833 Std. Error 2.925 3.582 2.925 6.595 2.234 2.068 4.851 -1.584 1.214 -1.985 .313 -.478 -1.780 Coefficients Beta .627 -1.814 1.368 -1.289 .448 -.886 -1.409 .265 .288 .685 .441 .254 .575 .167 t

Sig.

Analysis:Attributes Level

Part Utilit Range of Utilities (Max-Min)

Discount

20 50 80

-6.500 4.000

10.5

2.5
-8.500 1.000

No.of Sales Persons

3 4 5

16.00

7.5 15.4
-6.833

Payment Method

Cash

-1.833

Debit card

Credit Card 8.66 Now, part utilities of every level of every attribute is available to us. We can make many conclusions based upon this. First we can conclude that No. of sales persons(16.00) is the most important attribute for the customer. From the discount the highest utility is for 50% and for No.of sales persons the highest utility level is 5 and for the payment method the highest utility level is Creditt card. So if we combine these three attribute levels then the customer will feel highest utility levels.

Comparison of two super Markets Analysis:Both the analyses results in same attribute having most important influence on the customer that is No. of sales persons. But the individual attribute levels are different for two super markets. In the first super market 20% discount will have a greater utility but in the second super market 50% discount will have a greater utility. In the first super market 3 sales persons will have a greater utility but in the second super market 5 sales persons will have a greater utility. In the first super market Credit card payment method will have a greater utility but in the second super market Credit card payment method will have a greater utility.