Part I. Capital Company is considering introducing a skin cream to the market and would like to know which type of cream is most preferred by the consumers. A conjoint analysis is done for the purpose and the results are as shown below in Table - 1 for 20 consumers (assume they are a representative sample). The different types of skin creams are as follows: Cream types: Synthetic, With aloe Vera, Herbal Packaging: Tube, Cylindrical, Prism (shaped bottles) Sizes: 1lb, 2lb, 4lb. Prices: $10, $12, $15. Profiles are developed for conjoint analysis and utilities for each attribute are given in the table below. The baseline profile is: Synthetic cream, Tube, 1lb, $10. The utilities for this profile are set at zero. Q1. Which skin cream is most preferred by the consumers? Justify your calculations. Q2. Are their any meaningful segments in the market? If yes, describe them. Plotting them on a chart will help. Q3. What types of creams should be introduced for each of these segments? Justify. Q4. Develop a sales forecast for the Capital Company: • For the most preferred cream overall. • For each of the creams targeted at each of the segments. TABLE - 1: Intercept Cylindrical Prism 2lb 4lb W/Aloe Vera Herbal $12 $15 4.63 -0.54 0.6 -0.21 0.15 0.54 2.81 -0.26 -0.78 4.55 -0.62 0.66 -0.2 0.37 1.31 2.18 -0.25 -0.7 4.53 -0.79 0.62 -0.25 0.32 0.58 2.41 -0.31 -0.74 4.63 -0.76 0.61 -0.27 0.38 0.89 2.78 -0.19 -0.69 4.73 -0.34 0.63 -0.26 0.19 1.28 2.23 -0.16 -0.73 5.11 0.1 0.28 0.45 0.16 1.33 0.94 -0.49 -0.98 5.02 0.28 0.21 0.31 0.19 1.48 0.92 -0.58 -1.06 5.09 -0.02 0.23 0.35 0.18 1.64 0.81 -0.56 -1.07 5.07 0 0.29 0.45 -0.01 1.79 1.32 -0.48 -0.97 5.11 0.31 0.21 0.43 0.14 1.15 0.55 -0.53 -0.96 5.13 0.33 0.24 0.47 0.05 1.85 0.76 -0.48 -1.05 5.1 -0.07 0.35 0.35 -0.01 1.61 1.1 -0.5 -0.95 5.0 -0.01 0.24 0.32 -0.04 1.71 1.1 -0.54 -1.02 3.53 0.5 0.62 0.29 0.43 -0.72 -1.01 -0.57 -0.61 3.68 0.62 0.6 0.28 0.55 -0.27 -1.11 -0.52 -0.68 3.5 0.5 0.6 0.25 0.5 -0.5 -1 -0.5 -0.6 0.74 0.69 0.71 0.17 0.56 -0.29 -1.68 -0.54 -0.61 3.68 0.5 0.63 0.27 0