Market Share Simulation Analysis Based on the Conjoint Study—Take the Personal Computer as a Case

Abstract

The purchase of the personal computer is influenced by price, brand, and performance, etc. How to take a conjoint consideration of these attributes in making a purchase decision? To find out a scientific purchase decision and provide guides for the design of the product attributes, the paper first analyzed the situation of the personal computer industry, then adopted the conjoint study method to analyze the attributes of the personal computer segment and made a market share simulation based on the sawtooth software. Finally, a conclusion was drawn: the conjoint study method is effective in assuring consumer choice decision. Also, it is powerful in synthetically analyzing the product attributes so that the firm can design the product able to satisfying the need of the market.