read and analysis

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, since it 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 price and number of games, we can see that though some combinations are highly preferred it would not be reasonable to offer them. For example, the 6 game package at $15 and the 3 game package at $15 would not bring in enough profit to be worthwhile for the Trail Blazers to offer. It also would not make sense to have any packages priced at $60 because the utility is not high enough for customers to purchase those packages. The 6 game package priced at $35 per ticket would be our best option for making a good profit margin while still offering a high utility.

3. What should the management of the Portland Trail Blazers do?