A conjoint analysis study was conducted to understand two consumers preferences for different brands, flavors and prices of yogurts. The part-worths for two consumers (obtained from a regression) are given in Table 1 below.

a. Why are the part-worths for Generic Name, $0.40 Price, and Vanilla equal to 0 for all respondents? (2 points)

b. Consider Respondent 1. What is the relative importance of each attribute for this respondent? Show your calculations. (5 points)

c. What are the best and worst possible products for respondent 1 ? (2 points)

d. Is the ideal product the same for both respondents? Yes / No (1 points)

e. Consider Respondent 2. All else equal, how much more in dollars is the respondent willing to pay for Yoplait relative to a generic brand name yogurt? Show all your calculations. (3 points)

f. Consider the three product profiles A, B, and C in the Table below. For each respondent, compute the utility value of each of these three profiles. In this sample of 2 respondents, which profile has the highest market share? Show all your calculations. (8 points)

Table 1 (Part-worths) Respondent 1 Intercept 3.46 Respondent 2 3.50 Generic name 0 0 STIL 0.56 0.11 Brand Yoplait 1.24 0.52 Dannon 0.88 1.14 $0.40 Price 0 0 Price $0.60 Price -0.20 -0.20 $0.80 Price -0.60 -0.40 Vanilla 0 0 Flavor Strawberry -0.10 -0.11 Banana -0.50 -0.55 Yogurt Attribute A B Brand Dannon STIL Yoplait $0.60 Price $0.80 $0.40 Flavor Vanilla Banana Strawberry