Media Release: "COVID-19 has caused panic buying and significant shortages of hand sanitiser across Australia" (January 2022)

Consider the following conjoint design for hand sanitiser:

Attribute: Price (b¹)

Attribute Levels: $7.50

$13.50

Attribute: Brand (b²)

Attribute Levels: Aqium (A)

Dettol (D)

Attribute: Country of Origin(b³)

Attribute Levels: Made in Australia (AUS)

Imported from India (IND)

Fieldwork indicates the following:

When price changes from $7.50 to $13.50 utility decreases by 2.9

When brand changes from Aqium to Dettol utility increases by 0.6

When the country of origin changes from AUS to IND utility decreases by 1.9

Use the Conjoint Analysis Template to complete the following:

a) Calculate dollar values for Dettol hand sanitiser, imported from India. [2 marks]

b) If all combinations are available on the market, calculate the estimated market shares. Comment on the "most" and "least" recommended attribute structures. [4 marks]

c) Re-calculate the estimated market shares if all India imported alternatives are withdrawn from sale. Comment on the revised "most" recommended attribute structure. [3 marks]