Question: Use the following conjoint analysis output below: attribute level utility t-value price 23,000 2.1 14 25,000 1.15 7.67 27,000 -1.56 10.4 29,000 -1.69 11.27 brand
Use the following conjoint analysis output below:
| attribute | level | utility | t-value |
| price | 23,000 | 2.1 | 14 |
| 25,000 | 1.15 | 7.67 | |
| 27,000 | -1.56 | 10.4 | |
| 29,000 | -1.69 | 11.27 | |
| brand | Toyota | 0.75 | 5 |
| Volkswagen | 0.65 | 4.33 | |
| Saturn | -0.13 | 0.87 | |
| Kia | -1.27 | 8.47 | |
| horsepower | 220 HP | -2.24 | 14.93 |
| 250 HP | 1.06 | 7.07 | |
| 280 HP | 1.18 | 7.87 | |
| upholstery | cloth | -1.6 | 10.67 |
| leather | 0.68 | 4.53 | |
| sunroof? | yes | 0.68 | 4.53 |
| no | -0.68 | 4.53 | |
Use the consideration set for a segment of consumers consisting of 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 |
a) What is the expected market share in this segment for the Toyota, $27000, 250HP, cloth interior, no sunroof profile?
b) What is the expected market share in this segment for the Volkswagen, $29000, 280HP, leather interior, no sunroof profile?
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