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B-BMKD317 MKA33 1st Sem ( 2021-2022 )

Assessment #3 Part-worth and Customer Utility

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Question 1
In a consumer response survey that we conducted between two popular buffet restaurants, we learned the four most
valuable brand attributes in the restaurant business, they are: restaurant’s name, ambiance, menu or food selection,
and price.

Based on the computation of the scores, the following are the part-worth utility for each attribute.

Asian Flavors Food Feast, 4.5

China Express Buffet, 4.0

Relaxing ambiance, 4.5

Vibrant environment, 3.0

Diverse menu, 4.7

Limited menu, 3.8

P1600 per person, 3.2

P1200 per person, 3.6

Determine the customer utility and rank for each of the combination.

Response: Combination 1 Asian Flavors Food Feast Relaxing ambiance Diverse menu P1600 => 16.9 Rank 1

Response: Combination 2 China Express Buffet Relaxing ambiance Diverse menu P 1200 => 16.8 Rank 2

Response: Combination 3 Asian Flavors Food Feast Vibrant environment Diverse menu P 1200 => 15.8 Rank 4

Response: Combination 4 China Express Buffet Vibrant environment Diverse menu P1600 => 14.9 Rank 6

Response: Combination 5 Asian Flavors Food Feast Relaxing ambiance Limited menu P 1200 => 16.4 Rank 3

Response: Combination 6 China Express Buffet Relaxing ambiance Limited menu P1600 => 15.5 Rank 5
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Response: Combination 7 Asian Flavors Food Feast Vibrant environment Limited menu P1600 => 14.5 Rank 7

Response: Combination 8 China Express Buffet Vibrant environment Limited menu P 1200 => 14.4 Rank 8

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