J
CONJOINT ANALYSIS - PS5 VS XBOX SERIES X
-
Conducted a conjoint analysis study using SawTooth Software to investigate factors influencing consumer decision-making between purchasing Xbox Series X and PlayStation 5 as part of my Marketing Analytics subject.
-
Provided insights into consumer preferences and decision-making behavior by analyzing the impact of various attributes, such as brand, price, performance, storage capacity, and games library offered by Sony and Microsoft.
In this project, we used conjoint analysis to compare the Microsoft Xbox Series X and Sony PlayStation 5 gaming consoles. Our goal was to identify the most important attributes and levels for each console, gaining insights into consumers' preferences and their willingness to pay for specific product features.
To conduct the analysis, we utilized Sawtooth Software. We presented hypothetical product profiles to a group of respondents and asked them to rank or rate these profiles based on their preferences. Through this approach, we obtained valuable insights into the factors that drove consumer preferences and the trade-offs they made when making purchasing decisions.
​
In terms of market sales, Sony had historically dominated the gaming console market, with the PS4 selling over 115 million units worldwide. However, Microsoft had been closing the gap in recent years, with the Xbox One selling approximately 50 million units.
