Greenbell Software Inc Suppose the Overall Utility (Sum of Part-Worths) of the Current

question 5

Essay

Greenbell Software Inc. conducted a study on its smartphone products in the market to determine which phone has the best features in terms of three prominent attributes: operating system of the phone (A or B), RAM (512MB or 1GB), and the rear camera specifications (3MP, 5MP, or 7MP). A sample of eight customers participated in the study and provided the following part-worths for each of the above attributes.
​ $$\begin{array} { | c | c c | c c | c c c | } &{ \text { Operating System } } && { \text { RAM } } &&& { \text { Camera } } \\\hline \text { Consumer } & \text { A } & \text { B } & 512 \mathrm { MB } & 1 \mathrm {~GB} & 3 \mathrm { MP } & 5 \mathrm { MP } & 7 \mathrm { MP } \\\hline 1 & 25 & 29 & 20 & 45 & 18 & 18 & 15 \\2 & 35 & 32 & 30 & 35 & 27 & 19 & 13 \\3 & 45 & 35 & 30 & 30 & 15 & 25 & 30 \\4 & 55 & 65 & 25 & 45 & 25 & 20 & 35 \\5 & 40 & 40 & 35 & 40 & 20 & 25 & 30 \\6 & 30 & 47 & 40 & 35 & 15 & 20 & 15 \\7 & 35 & 45 & 30 & 30 & 20 & 20 & 20 \\8 & 25 & 25 & 25 & 30 & 25 & 30 & 30 \\\hline\end{array}$$ Suppose the overall utility (sum of part-worths) of the current favorite Greenbell smartphone is 100 for each consumer. What new product design will maximize the share of choice for the eight consumers in the sample?

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Definitions:

Thompson River

The Thompson River is a major tributary of the Fraser River, flowing through the British Columbia interior in Canada, known for its scenic beauty and importance to local ecosystems.

Levees

Embankments constructed along riverbanks to prevent overflow and protect the land from flooding.

Intense Precipitation

Very heavy rainfall or snowfall that occurs in a short period of time, often leading to flooding.

Global Warming

The long-term rise in the average temperature of the Earth's climate system, largely attributed to human activities like burning fossil fuels.