What would the optimal wearable look like

Assignment Help Marketing Management

Reference no: EM133925293

Assignment:

Recall from Chapter 1, an electronics firm was contemplating what attributes would appeal to its customers if it were to issue a new wearable. The features that the brand team focused on, and the dummy variable codes, were these:

• Design appearance: small smartphone (1) wristwatch (0)

• Apps activated by: touch (1) voice (0)

• Annual Fee: $0 (1) $20 (0)

• Co-branding with teams: yes (1) no (0)

They ran a conjoint study on every 10th customer who came into one of their retailer partner's stores until theyhad a sample of 100. The 4 factors listed above result in 16 combinations (2 × 2 × 2 × 2 = 16). Each person ratedthe 16 possibilities from 1 (would not consider buying such a wearable) to 100 (would definitely purchase such aunit). The regression results follow:

Wearable attractiveness = 0.6 design + 0.2 activation + 0.9 fee + 0.1 co-branding.

1. What features matter to customers, and which do not?

2. What would the optimal wearable look like? If you were to cluster the customers first, and then run a separate conjoint on each cluster, do you think the results would vary? Could the company create different wearables to satisfy multiple segments?

Reference no: EM133925293

Questions Cloud

Explore the epidemiologic principles : Explore the epidemiologic principles and measures used to address your selected practice problem at the national and specific geographic

What stage is ocean spray juice in : What Stage is ocean spray juice in?

Pediatrician for consultation regarding his mood : Patient PEEWEE. is an 8-year-old male referred by his pediatrician for consultation regarding his mood.

Conducting a study lead to a more accurate strategic plan : How might defining a research question and conducting a study lead to a more accurate strategic plan?

What would the optimal wearable look like : If you were to cluster the customers first, and then run a separate conjoint on each cluster, do you think the results would vary?

Patient is not in acute distress-cooperative on examination : The patient is not in acute distress and is cooperative on examination. Otoscopy revealed normal external auditory canals and clear tympanic membranes

What major factors appear to lead the companies to adopt : To the extent that gearing varies across the peer group, what major factors appear to lead the companies to adopt different capital structures?

Leadership influence the behaviors : How can the leadership influence the behaviors of these front-line staff and other employees within the organization?

Do you need to disclose this gift and why : A family member has given you, as a gift, some stock in a privately-held company. The value of the stock is minimal. Do you need to disclose this gift and why?

User Account

All Pages