an DO lan lan can prove helpful in making decisions about all elements of the 4 P's. Although some correlations are established (for example, the greater frequency an ad is run, the greater the awareness), others like aggregate preference ratings and price are not. Let's look at the data between PREFERENCES and PRICE PREFERENCE DATA. Add up the ratings for all five CHARACTERISTICS to arrive at a combined score for each SEGMENT (CAPACITY + COMFORT+ DURABILITY + WATERPROOF + ECO-FRIENDLY.) Some segments have a higher combined rating than others. Now compare the combined preference ratings of each segment with the average purchase price. Is there a reasonable correlation between the combined preference ratings and average purchase price? Yes No