Annie's Arborist Service is considering expanding her business to sell apple trees. She has one competitor in town, Sam's Shrubs. Annie is interested in estimating her potential market share, sales and profits for apple trees at various prices. Sam's currently sells only Golden Delicious apple trees and Annie is planning on selling Gala. She had recently read about using conjoint analysis, so she contacted RonPaul Analytics, who ran the following study for her.

Attribute Level Part-Worth Utility Price $15.95 0.55 $19.95 0.3 $24.95 -0.2 $29.95 -0.65 Apple Golden Delicious -0.43 Gala 0.43 Brand Annie's 0.17 Sam's -0.17