Q4a. The marketing manager of Flora brand of micro-tip pens wants to know how the customers value the various features offered by the product. He identifies three important attributes of the micro-tip pen as price, ink colour and tip diameter. He further decides levels of each of the identified attribute that are to be designed and offered to the customers. Then, a market study is conducted to gather preference ratings of prospective customers for various micro-tip pen attributes and their levels. Conjoint analysis using SPSS is conducted to calculate part-worth values for various levels of these attributes. The output data is given below: Price in Rs. Levels Part- worths Rs. 15 2.00 Rs. 22 1.46 Rs. 30 - 3.46 Colour of Ink Levels Part- worths Blue - 4.09 Black 0.56 Red 3.53 Diameter of the tip (mm) Levels Part- worths 0.25 mm - 6.22 0.45 mm -1.22 0.50 mm 7.44 Give you response to the following questions on the basis of the above output. (1) On the basis of the given data, find relative importance of the attributes. (i) What combination of levels of various attributes of pens should be offered by Flora to provide maximum utility to the customers? Also, what is the amount by which the best combined utility value is more than the utility value if Flora offers pens at Rs. 22 with blue ink and tip diameter of 0.25 mm? (4+3.5 = 7.5) Q4a. The marketing manager of Flora brand of micro-tip pens wants to know how the customers value the various features offered by the product. He identifies three important attributes of the micro-tip pen as price, ink colour and tip diameter. He further decides levels of each of the identified attribute that are to be designed and offered to the customers. Then, a market study is conducted to gather preference ratings of prospective customers for various micro-tip pen attributes and their levels. Conjoint analysis using SPSS is conducted to calculate part-worth values for various levels of these attributes. The output data is given below: Price in Rs. Levels Part- worths Rs. 15 2.00 Rs. 22 1.46 Rs. 30 - 3.46 Colour of Ink Levels Part- worths Blue - 4.09 Black 0.56 Red 3.53 Diameter of the tip (mm) Levels Part- worths 0.25 mm - 6.22 0.45 mm -1.22 0.50 mm 7.44 Give you response to the following questions on the basis of the above output. (1) On the basis of the given data, find relative importance of the attributes. (i) What combination of levels of various attributes of pens should be offered by Flora to provide maximum utility to the customers? Also, what is the amount by which the best combined utility value is more than the utility value if Flora offers pens at Rs. 22 with blue ink and tip diameter of 0.25 mm? (4+3.5 = 7.5)