Conjoint Analysis and MDS Approach to Brand Improvement of an Aerosol Product

Abstract

Consumers decide which aerosol product to purchase depending upon its different features or attributes. The importance that consumers give to each attribute, however, differs from one consumer to another. The ability to identify the importance of different attributes of aerosols from the consumers’ perspective is essential for improving an existing brand or launching a completely new brand of aerosol. The purpose of this study is to identify feasible offerings of aerosols from a company’s point of view and the positioning of a comparatively new brand of room air freshener among all other existing brands in the capital city of Bihar (Patna) in India. The study makes use of conjoint analysis and the multidimensional scaling technique to identify (a) the attributes of the room air freshener and their corresponding levels from the consumers’ perspective, (b) the importance of each attribute of the room air freshener and its contribution in influencing the consumers’ purchase decision, (c) the best and the worst combinations of attributes and their levels from the consumers’ point of view, and (d) the potential opportunities for the new brand of room air freshener in the perceptual map of the consumers’ mind.

Keywords: conjoint analysis, MDS, aerosol product