“Feel the decibels closely”: Earphones preference study using conjoint analysis

Conjoint Analysis is an analytical technique used in market research to quantify consumer preferences for a product or service. The result of the technique provides us with different combinations of attributes that consumers value the most. The technique uses different features of a product or service and their corresponding levels to model and quantifies the customers’ buying decision process. Using Conjoint Analysis, one can study the trade-offs undertaken by the consumer and use the derived insights for design implementation. The sale of Bluetooth Earphones in India witnessed a sudden spike during the COVID 19 pandemic. The consequential market, thriving with competition, saw market leaders attempt to strengthen their positions further and new players try to enter the market. The paper seeks to understand the existing consumer preferences for different features of Bluetooth Earphones using Conjoint Analysis. The outcome of the analysis provides market stakeholders with a yardstick to guide their design decisions and formulate sustainable long-term business strategies.