Brian Jacobs, who works for a leading toothpaste manufacturer, wishes to better understand target customers in a particular geographic region. His manager suggested trying conjoint analysis. He conducted a conjoint analysis of the most popular brands in the industry. They accumulated data in the table shown below:

Attribute	Level	Utility
Price	$2.95	1.50
	$3.29	0.30
	$3.59	-0.20
	$3.95	-1.60
Delivery	Tube	-0.43
	Pump	0.43
Size	Small	-1.10
	Medium	0.15
	Large	0.95
Brand	All Smile	0.32
	B&B Healthcare	0.18
	Care More	-0.10
	Dent Care	-0.37
Texture	Paste	0.14
	Gel	-0.14

1. What is the utility for the most preferred texture? 0.14

2. What is the utility of the most preferred combination of attributes? 3.34

3. Over this range of utilities and attributes, what is the percentage weight of the Delivery aspect of the decision?

4. What is the approximate value of a utility of 1.00 based on the given price ranges?

5. How much are consumers willing to pay for an otherwise similar toothpaste with a pump delivery system instead of a tube-based package?