Can anyone help me understand the solution or answer behind this...

Can anyone help me understand the solution or answer behind this question?

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A conjoint study of automotive vehicles is conducted and the following results are obtained: Utility (Part- Attribute Level worth $23,000 3.79 $25,000 2.84 Price $27,000 0.13 $29,000 0 Toyota 2.02 1.92 Brand Volkswagen Saturn 1.14 Kia 0 220 HP 0 Horsepower 250 HP 3.3 280 HP 3.42 Cloth 0 Upholstery Leather 3.2 Yes 1.36 Sunroof No 0 The part-worth values are the average values across all respondents in the study. 1. What is the utility of a Toyota with 280 HP, leather interior, no sunroof, and a price of $23,000? (1 point) 2. What is the utility if the same car (in 1 above) is a Volkswagen? (1 point) 3 . Which attribute is the most important for consumers? (2 points) 4. Consider the Toyota car in 1 above. How much money would an average consumer be willing to give up (i.e. pay additional price) if a sunroof was added to the vehicle? (4 points) 5. Suppose that we are interested in predicting the market share of a car with the following profile: Saturn, $23,000, 220 HP, cloth interior, no sunroof. We believe that when consumers consider our car they will also consider purchasing cars that are currently on the market with the following profiles: a. $27,000; Toyota; 250 HP; cloth interior; no sunroof b. $29,000; Volkswagen; 280 HP; leather interior; no sunroof c. $23,000; Kia; 220 HP; cloth interior, no sunroof 5,1 What is the forecast for the market share of the Saturn car that we are interested in? (2 points) (NOTE: Please assume that the preference shares that you obtain in the simulation using the average part-worth values are the market shares of the respective attribute bundle) 5.2 What is the market share if we introduce a 280 HP engine instead of a 220 HP engine? (1 Points) (Please make the same assumption as in 5.1 above).

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