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?           
2. What is the expected market share in this segment for the Volkswagen, $29000, 280HP, leather interior, no sunroof profile?