Chapter 13.4, Problem 27E

Consumer Preferences. In 2018, consumer goods giant Procter and Gamble (P&G) had more than 20 brands with more than $1 billion in annual sales (P&G website, https://us.pg.com/). How does a company like P&G create so many successful consumer products? P&G effectively invests in research and development to understand what consumers want. One method used to determine consumer preferences is called conjoint analysis. Conjoint analysis allows a company to ascertain the utility that a respondent in the conjoint study places on a design of a given product. The higher the utility, the more valuable a respondent finds the design. Suppose we have conducted a conjoint study and have the following estimated utilities (higher is preferred) for each of three different designs for a new whitening toothpaste.

At the .05 level of significance, test for any significant differences.