1. Which attribute does the conjoint analysis indicate is most important in the overall
purchase decision?
Location is the most important attribute in the overall purchase decision, sinceit
has the highest utility percentage out of the other attributes. Number of games = 0.5202/4.4145 = 11.78%
Ticket price = 1.6590/4.4145 = 37.58%
Ticket location = 1.7432/4.4145 = 39.49%
Promotional item = 0.4921/4.4145 = 11.15%
2. What about the size of ticket packages? What does the conjoint analysis suggest?By analyzing the conditional formatting of the utilities from the combinations of priceandnumber of games, we can see that though some combinations are highly preferredit
would not be reasonable to offer them. For example, the 6 game package at $15andthe3 game package at $15 would not bring in enough profit to be worthwhile for theTrail
Blazers to offer. It also would not make sense to have any packages priced at $60because the utility is not high enough for customers to purchase those packages. The6game package priced at $35 per ticket would be our best option for making a goodprofit
margin while still offering a high utility. 3. What should the management of the Portland Trail Blazers do?
