The client has tasked a business to make price recommendations for a tea beverage. Using qualitative research, the client has determined the most important tea beverage attributes and their relevant levels:

 the agency has designed a choice-based conjoint study and collected responses from 10 consumers. You analyzed the data using a choice model and got the following regression output:

 

a. Which coefficients are statistically significant at the 5% level?

 b. Which attribute is the most important one to consumers? 

c. What do you think of the included attributes? Can you complete your task?

Temperature Sugar Lemon Intensity Strong Medium Low Ice No sugar yes Warm 1 sugar no Very warm 2 sugar