CONJOINT ANALYSIS PROJECT FOR LUXURY WORKOUTS IN AUSTIN, TX

Our conjoint analysis of luxury workout studios in Austin, including PureBarre, CorePower, and Solid Core, estimated part-worth values for attributes like price, location, and workout type using dummy variables. After running regression analysis, we identified the "Best and Worst" configurations with the highest and lowest utility scores. We created relative importance pie charts for each respondent and analyzed price sensitivity, revealing demand shifts at different price points. Market simulations showed that $25 was the most attractive price, while $35 saw reduced interest. Introducing higher-impact workouts at lower prices or in more convenient locations could increase market share, highlighting the importance of optimizing location and competitive pricing for profitability.