Now, the product manager can calculate the total utility value for each of the product profiles presented by adding together the partial utility values associated with the corresponding product attribute specifications.
Profile 1: 1.8 + 1.8 + 2.3 = 5.9
Profile 2: 1 + 2.6 + 1 = 4.6
Profile 3: 1.5 + 1 + 2.8 = 5.3
This results in figures which can be compared to determine which product profile is most likely to be successful on the market. She can also easily calculate how a change in an attribute specification may affect the utility value for consumers. Using the findings obtained through this analysis, the product can be designed to optimize its chance at success with the target group.
Click here for important legal disclaimers.