. In a consumer survey for a new personal coffee machine design, three features are tested in a conjoint analysis: (1) availability of espresso brewing; (2) capacity, (3) price. The average value system scores of the features (a ranking of 1 indicates the best choice, while 8 indicates the worst) are summarized in the following table (10 points)

Design	Feature 1	Feature 2	Feature 3	Ranking
A	With espresso brewing	12 oz. capacity	Price level above $70	7
B	W/o espresso brewing	6 oz. capacity	Price level lower than $30	5
C	With espresso brewing	12 oz. capacity	Price level lower than $30	1
D	W/o espresso brewing	6 oz. capacity	Price level above $70	6
E	With espresso brewing	6 oz. capacity	Price level above $70	3
F	W/o espresso brewing	12 oz. capacity	Price level lower than $30	4
G	With espresso brewing	6 oz. capacity	Price level lower than $30	2
H	W/o espresso brewing	12 oz. capacity	Price level above $70	8

Compare the consumers choice decisions across the difference levels of the three attributes of the coffee machine, and interpret the tradeoffs as perceived by the consumers? Support your answer with numerical calculations.

CALCULATIONS:

Features:	Categories	Average Rankings	Attribute difference between averages	Share of attribute difference within total difference
Espresso Brewing	With
	Without
Capacity	6 oz.
	12 oz.
Price	Low (Lower than $30)
	High (Above $70)
TOTAL		Total Average:	Total Difference:

CONCLUSION:

A customer is willing to exchange ________________(least preferred attribute) for ____________________(most preferred attribute).