Consider the following table part worth utilities from a forklift study commissioned by Clark Equipment Inc.

Clark is attempting to attract prospects who might be considering purchasing a Hyster forklift. What price would Clark have to charge?

Conjoint Results Product Configurations PW Attribute Feature Clark Hyster Yale Utility Reliability 25% less 2 X X 10% less 1.5 Same 0 Transmission Automatic 0.75 X X Standard 0 X Brand Clark 1.25 Hyster 1.5 Yale 0 Price $17,000 0.75 Price $17,000 0.75 $19,000 0.5 X $21,000 0 X X Conjoint Results Product Configurations PW Attribute Feature Clark Hyster Yale Utility Reliability 25% less 2 X X 10% less 1.5 Same 0 Transmission Automatic 0.75 X X Standard 0 X Brand Clark 1.25 Hyster 1.5 Yale 0 Price $17,000 0.75 Price $17,000 0.75 $19,000 0.5 X $21,000 0 X X