According to Crawford and Benedetto (2011), a product can be seen as a set of attributes. This entails that a product can be explained by citing its attributes. There are three kinds of attributes:

• Features: what the product consists of
• Functions: what the product does and how it works
• Benefits: the way a product provides satisfaction to the user

The conjoint analysis is a marketing tool, used in product repositioning and new product development applications (Wittink & Cattin, 1990). Conjoint Analysis estimates the customer’s preference into a set of different attributes (Green & Srinivasan, 1990).

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