What features matter to customers, and which do not?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
icon
Related questions
Question
Case Discussion Questions -What features matter to customers, and which do not? -What would the optimal wearable look like? -Are you worried at all about the sample—are customers who visit the retailer representative of those who might purchase online? -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? -What features do you wish the company had included that might appeal to customers more?
11:25
Read: Chapter 15 Marketing Research Tools
AA
Mini-Case How to
Design an
Attractive
Wearable Redux
• Design
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:
appearance:
• Apps activated by: touch (1)
An
$0 (1)
yes (1)
• Co-branding with
teams:
AA
wristwatch (1)
.5G
ng.cengage.com
earbuds (0)
voice (0)
$240 (0)
no (0)
B
?
Transcribed Image Text:11:25 Read: Chapter 15 Marketing Research Tools AA Mini-Case How to Design an Attractive Wearable Redux • Design 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: appearance: • Apps activated by: touch (1) An $0 (1) yes (1) • Co-branding with teams: AA wristwatch (1) .5G ng.cengage.com earbuds (0) voice (0) $240 (0) no (0) B ?
11:25
Read: Chapter 15 Marketing Research Tools
AA
• Apps activated by: touch (1)
$0 (1)
● Annual fee:
yes (1)
• Co-branding with
teams:
AA
.5G
voice (0)
$240 (0)
no (0)
They ran a conjoint study on every
10th customer who came into one of
their retailer partner's stores until
they had a sample of 100. The four
factors listed above result in 16
combinations (2 × 2 × 2 × 2 = 16).
Each person rated the 16 possible
options from 1 (would not consider
buying such a wearable) to 100
(would definitely purchase such a
unit). The regression results follow:
ng.cengage.com
Wearable attractiveness = 0.6
wristwatch +0.2 activation +0.9
fee + 0.1 co-branding
B
Transcribed Image Text:11:25 Read: Chapter 15 Marketing Research Tools AA • Apps activated by: touch (1) $0 (1) ● Annual fee: yes (1) • Co-branding with teams: AA .5G voice (0) $240 (0) no (0) They ran a conjoint study on every 10th customer who came into one of their retailer partner's stores until they had a sample of 100. The four factors listed above result in 16 combinations (2 × 2 × 2 × 2 = 16). Each person rated the 16 possible options from 1 (would not consider buying such a wearable) to 100 (would definitely purchase such a unit). The regression results follow: ng.cengage.com Wearable attractiveness = 0.6 wristwatch +0.2 activation +0.9 fee + 0.1 co-branding B
Expert Solution
steps

Step by step

Solved in 2 steps

Blurred answer
Similar questions
Recommended textbooks for you
Principles Of Marketing
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
MKTG 12:STUDENT ED.-TEXT
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:
9781337407595
Author:
Lamb
Publisher:
Cengage
Contemporary Marketing
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning