Bingo Brands - Price Sensitivity Study (C): Data Analysis

Abstract

Director of National Institute, Tobacco was faced with the decision problem of pricing of mini- cigarettes in India with a focus on likely recommendation to government regarding excise duty. The case describes the result obtained from a market research (conjoint analysis) study conducted to predict the demand of small cigarettes in sample towns as well as all India. The case also provides the results of conjoint analysis for a particular town/city. The case can be used for understanding the output of conjoint analysis and use of simulation for predicting the likely demand.