Model: Y=B0+B1(Brand B)+B2(Brand C)+B3(Quality High)+ B4(Packaging Different)+e (don't include the base attributes!
Y is customer preference in this multiple regression model
Part-Worth Utilities (Coefficients)
For the exclusive use of M. Gonzalez, 2016.
FARMACY INC.: HARBOURFRONT GUARDMEDICS PHARMACY
Karim Mashnuk wrote this case under the supervision of Elizabeth M.A. Grasby solely to provide material for class discussion. The
authors do not intend to i