Customer Oriented Product Design with Conjoint Analysis

Abstract

Conjoint analysis is a technique used to measure consumer preferences related to the production of a product or service. This analysis can be used to decide if it is possible for the so-called product to retain in the market and compete with other products. In the study, the factors to be used in conjoint analysis were determined as RAM, Graphic Card, Processor Model, Storage Type, Screen Size and Operating System. This chapter has revealed the attributes that academic staff working on data analysis at Yildiz Technical University attaches the highest importance to when choosing a laptop. Sincsatisfaction with product dee all of the cards identified within the context of research would be complicated, 18 cards were prepared using orthogonal design. Apart from the 18 cards prepared, 3 simulation cards were also created. Results of the analysis reveal that the computer processor ranks first and other attributes are ranked as memory capacity (RAM), operating system, storage type, graphics card, and screen size respectively.