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The tool identified for this application was choice based conjoint analysis or discrete choice modelling. Conjoint analysis is a survey-based statistical technique used in market research that helps determine how people value different attributes (feature, function, benefits) that make up an individual product or service. Conjoint analysis technique will analyse current choices to understand the underlying drivers or motives.
From the results it is found that INR 450 in Price category, 400 Minutes in the free minutes, 300 MB in the data packs category and 600 SMS under the number of SMS category have the highest utility.
The best combo offer/ combination found from the study is 400 minutes free, 300 MB data and 600 SMS free for INR 450.
According to the value of importance, Free minutes factor having highest value in the minds of the respondents followed by Data packs and SMS. But Price factor is the least important factor according to the study.