Consider a choice set of three brands (B1, B2 and B3). Each brand has two attributes, Price ($) and Store Display (1, if a store display is present, and 0, otherwise). Consumers are described by two demographics, Age and Kids (1, if family has kids, 0, otherwise).

Question 1 Write the utility equations for the three brands. Make sure to incorporate the two brand at tributes, the two demographics (on their own), and the interaction of the Kids variable with the Price variable. (Note that the coefficients of some variables are the same across the three utility equations, whereas, others differ across the equations)

Question 2 As only differences in utilities matter, only some of the coefficients can be identified. Which are these?