A coffee company is considering four different attributes for their new coffee product: roast type, origin, packaging type, and price. They conducted a conjoint analysis study with 100 coffee drinkers, and obtained the following results:

• Roast type: Light (1), Medium (2), Dark (3)
• Origin: Colombia (1), Ethiopia (2), Brazil (3)
• Packaging type: Bag (1), Can (2), Box (3)
• Price: $10 (1), $12 (2), $14 (3), $16 (4)

The part-worth utilities for each level of each attribute are shown in the following table:

Attribute	Level 1	Level 2	Level 3	Level 4
Roast type	1	2	3
Origin		1	2	3
Packaging type	1		2	3
Price	1	2	3	4

a) Calculate the part-worth utilities for each level of each attribute.

b) Calculate the importance weights for each attribute.

c) Calculate the utility score for each coffee product, assuming the following attribute levels: Medium roast, Brazil origin, bag packaging, and $12 price.

d) Which attribute is the most important for consumers in determining their preference for the coffee product? Which attribute level is the most preferred by consumers? Provide a rationale for your answers.

Assume that the range of possible part-worth utilities is from -3 to +3, and that the importance weights are calculated based on the range of the part-worth utilities for each attribute.