Question 2 Supposed in enhancing its image, Mydin has identified four attributes namely, store appearance, 'Meriah' loyalty card program, development of own product and launching of branch. As the marketing manager, you have collected the related data and would like to determine whether consumer place more value on certain attributes by applying the Conjoint analysis. Table 1 shows the conjoint survey profile and Figure 1 illustrates the conjoint part-worth estimates of the four attributes while the importance calculations for survey data is given in Table 2. Table 1: Conjoint Survey Profile Attribute Profile A Profile B Store appearance Local ambiance Upscale Loyalty card Optional Compulsory Own product Depend on Local SME Develop generic product development products Launch of mini branch Important Less important Store Appearance Loyalty card A B B Own product development Launch of mini-branch B Attbute Level 1 Level 2 Level 1 Level 2 Level 1 Level 2 Level 1 Level 2 Figure 1: Conjoint Part-worth Estimates Table 2: Importance Calculations for Mydin Attribute Data Descrtation PartAttribute Relative Worth Importance Importance Local ambiance 1.762 Upscale -1.762 3.524 0.600 Optional 0.244 Compulsory -0.244 0.488 0.083 Depend on Local SME products 0.598 Develop generic product -0.598 1.196 0.203 Important 0.337 Less Important -0.337 0.674 0.115 a Comment on the overall preference for the combination of attribute profiles to determine the most feasible store image Mydin might consider bringing into the market