Motorside Marketing Research conducted a study for Didi Foods on some designs for a new dry cereal. Three attributes were found to be most influential in determining which cereal had the best taste: ratio of wheat to corn in the cereal flake, type of sweetener (sugar, honey, or artificial), and the presence or absence of flavor bits. Nine children participated in taste tests and provided the following part-worths for the attributes:

	Wheat/Corn Ratio		Sweetener			Flavor Bits
Child	Low	High	Sugar	Honey	Artificial	Absent	Present
1	22	12	35	33	34	33	21
2	27	38	31	25	23	13	12
3	18	27	40	33	27	21	11
4	12	18	30	43	32	24	18
5	25	14	24	30	25	18	24
6	35	37	24	40	34	20	15
7	19	17	11	31	20	11	14
8	37	28	28	43	40	18	16
9	24	25	22	26	21	9	20

Assume that the overall utility (sum of part-worths) of the current favorite cereal is 75 for each child. Your job is to design a product that will maximize the share of choices for the nine children in the sample. If the total utility is 75 for a child, assume she will NOT switch.

If Child #5 switches from his/her current favorite cereal for a particular combination, how many children would switch, including #5?

None of the others

4

6

3

5