The client has tasked a business to make price recommendations for a tea beverage. Using qualitative research, the client has determined the most important tea beverage attributes and their relevant levels:

 the agency has designed a choice-based conjoint study and collected responses from 10 consumers. You analyzed the data using a choice model and got the following regression output:

 

a. Which coefficients are statistically significant at the 5% level?

 b. Which attribute is the most important one to consumers? 

c. What do you think of the included attributes? Can you complete your task?

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Temperature Sugar Lemon Intensity Strong Medium Low Ice No sugar yes Warm 1 sugar no Very warm 2 sugar Temperature Sugar Lemon Intensity Strong Medium Low Ice No sugar yes Warm 1 sugar no Very warm 2 sugar