Pizza Shanghai, a boutique pizza chain that positions itself as purveyor of 'adventurous' pizzas hired you to offer advice on developing new pizzas for the company. You decided to run a conjoint study. The table below shows the "utilities" (part-worths) of the key pizza attributes for the firm's target segment in Shanghai based on the conjoint study. Crust Utility Amount of Cheese Utility Pan 2 oz Thin Thick -5 | 15 8 15 4 oz 6 oz Topping Durian Utility Price Utility Cheese Utility V9.88 Yak -5 25 30 20 3 10 Tofu V8.88 Edam Duck ¥7.88 40 Feta Abalone Q2a) If we change the crust from 'pan' to 'thin' how much more/less would a customer from this segment be willing to pay? How about if we change the crust from 'pan' to 'thick'? Q2b) Suppose Pizza Shanghai is thinking of launching a new pizza in Shanghai. The two alternative pizza designs are: Skinny Thai Aroma Special Thin 4 oz. Fat Bird-Lover's Delight Thick 6 oz. Durian Duck ¥7.88 ¥9.88 Edam Yak Of the two designs, which one seems to be preferable based on the conjoint results? (show numbers).

Pizza Shanghai, a boutique pizza chain that positions itself as purveyor of 'adventurous' pizzas hired you to offer advice on developing new pizzas for the company. You decided to run a conjoint study. The table below shows the "utilities" (part-worths) of the key pizza attributes for the firm's target segment in Shanghai based on the conjoint study. Crust Utility Amount of Cheese Utility Pan 2 oz Thin Thick -5 | 15 8 15 4 oz 6 oz Topping Durian Utility Price Utility Cheese Utility V9.88 Yak -5 25 30 20 3 10 Tofu V8.88 Edam Duck ¥7.88 40 Feta Abalone Q2a) If we change the crust from 'pan' to 'thin' how much more/less would a customer from this segment be willing to pay? How about if we change the crust from 'pan' to 'thick'? Q2b) Suppose Pizza Shanghai is thinking of launching a new pizza in Shanghai. The two alternative pizza designs are: Skinny Thai Aroma Special Thin 4 oz. Fat Bird-Lover's Delight Thick 6 oz. Durian Duck ¥7.88 ¥9.88 Edam Yak Of the two designs, which one seems to be preferable based on the conjoint results? (show numbers).

ENGR.ECONOMIC ANALYSIS

14th Edition

ISBN:9780190931919

Author:NEWNAN

Publisher:NEWNAN

Chapter1: Making Economics Decisions

Section: Chapter Questions

Problem 1QTC

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