1. DISCRETE CHOICE ANALYSIS

A consumer has participated in a food tasting focus group and rated a total of ten dishes on three non-monetary attributes dimensions (taste, perceived healthiness, and general appearance) on a scale from 0 to 100. The results are reported in first four columns of the table below. The last column represents intended restaurant prices for the 10 dishes in Norwegian kroner.

DISH TASTE (T) HEALTH (H) APPEARANCE (A) PRICE (P) ALT 1 80 95 5 Kr 750 ALT 2 80 20 20 Kr 150 ALT 3 5 40 95 Kr 150 ALT 4 40 20 95 Kr 350 ALT 5 60 80 5 Kr 400 ALT 6 40 40 5 Kr 110 ALT 7 40 40 60 Kr 350 ALT 8 40 20 95 Kr 630 ALT 9 80 20 60 Kr 400 ALT 10 40 20 20 Kr 250