A Research Paper-Preferences of Samples Towards Soap Attributes: Conjoint Analysis

Abstract

Present study is an effort to understand the preferences of samples, towards the attributes of soap as a product, through research experiment. The product attributes used as variables viz. percentage of hydrogen (Ph), price, ingredients, and fragrances. The effort has been made through experimentation to find out part utility samples have towards selected features of soap using conjoint analysis. The analysis has approached using regression analysis. Dummy variables have brought in use to define the attributes and ranking were taken from select samples purposively from every socio economic class. Two experiments were conducted with slight change in the combination of attributes to assess the change in preferences of samples. The result of conjoint analysis reveals that, among all the socio economic classes highest utility has been given to price followed by natural ingredients. Fragrances received highest utility among lowest socio economic classes, viz.

Keywords: Conjoint Analysis, Soap, ingredients, fragrance, socio economic class

JEL Classification: D1, D2, E2