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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