Conjoint Analysis – Brand Premium

What is Brand Premium?

How much more will a customer pay for a Samsung versus an LG television? Assigning price as an attribute and tying that to an attribute returns a model for a $ per utility distribution. This is leveraged to compute the actual dollar amount relative to any attribute. When the analysis is done relative to brand, you get to put a price on your brand.

What is Price Elasticity?

Price elasticity relates to the aggregate demand for a product and the shape of the demand curve. It is a characteristic of a product in a market. The way we calculate is is plotting the demand (Frequency Count / Total Response) at different levels of price.

How to setup Brand Premium?

  • Add the conjoint question.
  • Under Type, click on the text 'Other'.
  • Select the Attribute Type as Brand or Cost/Price.
  • Click on Save Question button.
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  • Now you can check the Brand Premium under Login » Surveys » Reports » Choice Modelling » Conjoint Analysis » Brand Premium.
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