Question: Use the conjoint analysis output shown below Attribute Level Utility t-value Price 23000 2.1 14 25000 1.15 7.67 27000 -1.56 10.4 29000 -1.69 11.27 Brand

  1. Use the conjoint analysis output shown below

Attribute

Level

Utility

t-value

Price

23000

2.1

14

25000

1.15

7.67

27000

-1.56

10.4

29000

-1.69

11.27

Brand

Toyota

0.75

5

Volkswagen

0.65

4.33

Saturn

-0.13

0.87

Kia

-1.27

8.47

HP

220HP

-2.24

14.93

250HP

1.06

7.07

280HP

1.18

7.87

Upholstery

Cloth

-1.6

10.67

Leather

1.6

10.67

Sunroof

Yes

0.68

4.53

No

-0.68

4.53

Assume the consideration set for a segment of consumers consists of the following profiles:

Profiles

Brand

Price

HP

Upholstery

Sunroof

1

Toyota

27000

250HP

Cloth

No

2

Volkswagen

29000

280HP

Leather

No

3

Kia

23000

220HP

Cloth

No

4

Saturn

23000

220HP

Cloth

No

  1. What is the expected market share in this segment for the Toyota, $27000, 250HP, cloth interior, no sunroof profile? (10 points)
  2. What is the expected market share in this segment for the Volkswagen, $29000, 280HP, leather interior, no sunroof profile? (10 points)

(Marketing Analytics - Course)

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