Innovation and New Product Development Case Study

The Popularity of Assembled Personal Computers in India

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Abstract:
It is widely believed that the Indian consumer is a price sensitive one. This is perhaps why assembled PCs are so popular here. This case on Indian PC market explores whether it is price or certain features that are responsible for the popularity of assembled PCs. The case runs simulations to simulate market conditions and recommend how organized players can maximize their market shares.

Pedagogical Objectives:

• To understand how conjoint analysis can help product managers choose attributes/ features/ levels to maximize their market-shares.
• To understand how benefit clusters are formed and how these can be useful for a product manager.

Keywords : Product Development, New Product Development, Consumer Behavior, Marketing Research, Conjoint Analysis, Personal Computer Market, Personal Computer Market in India, Product Attributes / Features Matrix, Benefit Clusters, Product Managers, Product Design Decisions, Product Decisions and Marketing Research,