a.

Priced so low
that you would
feel the quality
couldnt be very
good?

b.A great buy for

the money?

2
2
3
4
3
5
1
9
1
4
4
6
2
5
3
3
2
3
4
4
4

c.Getting expensive
so that it is not out
of the question, but
you would have to
give some thought
to buying it?

5
6
5
8
5
8
9
11
5
5
11
8
5
8
7
5
7
5
8
8
8

Price

Cheap
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5.5
6
6.5

100
100
100
90.4761904762
90.4761904762
71.4285714286
71.4285714286
47.619047619
47.619047619
19.0476190476
19.0476190476
9.5238095238
9.5238095238
4.7619047619

10
12
10
12
15
14
13
15
8
7
15
14
10
15
12
12
10
10
13
16
15

Bargain
100
100
100
100
100
100
100
100
100
100
100
61.9047619048
61.9047619048
57.1428571429

7
7.5
8
8.5
9
9.5
10
10.5
11
11.5
12
12.5
13
13.5
14
14.5
15
15.5
16
16.5
17
17.5
18
18.5
19
19.5
20
20.5
21
21.5
22
22.5
23
23.5
24
24.5
25
25.5
26
26.5
27
27.5
28
28.5
29
29.5
30

4.7619047619
57.1428571429
4.7619047619
47.619047619
4.7619047619
47.619047619
4.7619047619
14.2857142857
4.7619047619
14.2857142857
0
9.5238095238
0
9.5238095238
0
9.5238095238
0
9.5238095238
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
120 0
0
0
0
0
0
0
100 0
0
0
0
0
0
0
0
80
0
0
0
0
0
0
0
0
60
0
0
0
0
0
0
0
40 0
0
0
0
0
0
0
20 0
0
0
0
0
0
0
0
0
0
0
0.5 1.5 2.5 3.5 4.5 5.5 6.5 7.5 8.5 9.5 10.5 11.5 12.5 1
00 1
2
3
4
5 0 6
7
8
9 10 11 12 13
0
0
0
0

d.So expensive that

you would not
consider buying it?

11
17
20
20
18
18
15
25
25
8
25
18
18
25
20
18
15
12
17
22
21

Getting Expensive

So Expensive
0
0
0
0
0
0
0
0
0
0
0
0
0
0

0
0
0
0
0
0
0
0
0
0
0
0
0
0

0
0
4.7619047619
0
4.7619047619
0
9.5238095238 4.7619047619
9.5238095238 4.7619047619
9.5238095238 4.7619047619
9.5238095238 4.7619047619
33.3333333333 4.7619047619
33.3333333333 4.7619047619
33.3333333333 9.5238095238
33.3333333333 9.5238095238
52.380952381 14.285714286
52.380952381 14.285714286
61.9047619048 14.285714286
61.9047619048 14.285714286
71.4285714286 14.285714286
71.4285714286 14.285714286
95.2380952381 23.80952381
95.2380952381 23.80952381
100 23.80952381
100 23.80952381
100 33.333333333
100 33.333333333
100 57.142857143
100 57.142857143
100 57.142857143
100 57.142857143
100 71.428571429
100 71.428571429
100 76.19047619
100 76.19047619
100 80.952380952
100 80.952380952
100 80.952380952
100 80.952380952
100 80.952380952
100 80.952380952
100
100
100
100
100
100
100
100
100
100
100
100
100
100
.5 4.5 5.5 6.5 7.5 8.5 9.5 10.5 11.5 12.5 13.5 14.5 15.5 16.5 17.5 18.5 19.5 20.5 21.5 22.5 23.5 24.5 25.5 26.5 27.5 2
100 15 16 17 18 19 20 21 22 23 24 25 26 27 28
4
5
6
7
8
9 10100
11 12 13 14
100
100
100
100

From Graph
LB
UB
Optimal

8 (intersection point b/w cheap and getting expense)

11.5 (intersection point b/w bargain and expensive)
9 (intersection point b/w cheap and expensive)

.5 23.5 24.5 25.5 26.5 27.5 28.5 29.5 30.5

23 24 25 26 27 28 29 30

Cheap
Bargain
Getting Expensive
So Expensive

getting expense)
d expensive)
expensive)

a.Priced so low
that you would feel
b.A great buy for
the quality
the money?
couldnt be very
good?
1
1
0
1
1
2
3
5
1
3
2
3
1
1
2
1
2
1
1
2
2

c.Getting expensive
so that it is not out
d.So expensive that
of the question, but
you would not
you would have to
consider buying it?
give some thought
to buying it?

3
2
1
2
3
4
5
7
4
5
4
5
3
3
4
3
5
3
3
3
4

Price

Cheap
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5.5
6
6.5
7

100
95.2380952381
95.2380952381
47.619047619
47.619047619
19.0476190476
19.0476190476
4.7619047619
4.7619047619
4.7619047619
4.7619047619
0
0
0
0

5
8
2
4
7
7
7
12
10
9
8
8
6
8
5
6
7
5
5
7
8

Bargain
100
100
100
95.2380952381
95.2380952381
85.7142857143
85.7142857143
47.619047619
47.619047619
23.8095238095
23.8095238095
4.7619047619
4.7619047619
4.7619047619
4.7619047619

7
10
5
6
9
10
10
15
15
14
10
12
10
10
8
10
10
7
8
9
13

Getting Expensive
0
0
0
0
0
4.7619047619
4.7619047619
4.7619047619
4.7619047619
9.5238095238
9.5238095238
28.5714285714
28.5714285714
38.0952380952
38.0952380952

7.5
8
8.5
9
9.5
10
10.5
11
11.5
12
12.5
13
13.5
14
14.5
15
15.5
16
16.5
17
17.5
18
18.5
19
19.5
20
20.5
21
21.5
22
22.5
23
23.5
24
24.5
25
25.5
26
26.5
27
27.5
28
28.5
29
29.5
30

0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

61.9047619048
61.9047619048
85.7142857143
85.7142857143
90.4761904762
90.4761904762
95.2380952381
95.2380952381
95.2380952381
95.2380952381
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100

120

100

80

So Expensive
0
0
0
0
0
0
0
0
0
0
0
4.761905
4.761905
9.52381
9.52381

Axis Title

60

40

20

0
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 6.5 7 7.5 8 8.5 9

19.04762
19.04762
28.57143
28.57143
38.09524
38.09524
76.19048
76.19048
76.19048
76.19048
80.95238
80.95238
85.71429
85.71429
90.47619
90.47619
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100

0
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 6.5 7 7.5 8 8.5 9

LB
UB
Optimal

3.5 (intersection point b/w cheap and

5.5 (intersection point b/w bargain an
5.25 (intersection point b/w cheap and

6.5 7 7.5 8 8.5 9 9.5 10 10.5 11 11.5 12 12.5 13 13.5 14 14.5 15 15.5 16 16.5 17 17.5 18 18.5 19 19.5 20 20.5 21 21.5
Axis Title

6.5 7 7.5 8 8.5 9 9.5 10 10.5 11 11.5 12 12.5 13 13.5 14 14.5 15 15.5 16 16.5 17 17.5 18 18.5 19 19.5 20 20.5 21 21.5

n point b/w cheap and getting expense)

n point b/w bargain and expensive)
n point b/w cheap and expensive)

Axis Title

5 19 19.5 20 20.5 21 21.5 22 22.5 23 23.5 24 24.5 25 25.5 26 26.5 27 27.5 28 28.5 29 29.5 30 30.5

Cheap
Bargain

Getting Expens
So Expensive

5 19 19.5 20 20.5 21 21.5 22 22.5 23 23.5 24 24.5 25 25.5 26 26.5 27 27.5 28 28.5 29 29.5 30 30.5

Cheap
Bargain
Getting Expensive
So Expensive

Preference
6.52
7.67
8.10
4.95
5.19
6.14
5.48
6.67
6.90
6.14
6.86
7.81
3.71
5.43
5.33
4.48
5.81
6.76
5.76
7.14
7.90
4.67
5.90
5.67
4.38
5.95
6.62

Medium
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0

Large
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1
0
0
1

Some movies
0
0
0
1
1
1
0
0
0
0
0
0
1
1
1
0
0
0
0
0
0
1
1
1
0
0
0

Popular movies only

0
0
0
0
0
0
1
1
1
0
0
0
0
0
0
1
1
1
0
0
0
0
0
0
1
1
1

Plaza
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1
1
1
1
1
1
1
1

SUMMARY OUTPUT
Regression Statistics
Multiple R
0.967212
R Square
0.9355
Adjusted R Sq 0.916149
Standard Error 0.32855
Observations
27
ANOVA
df
Regression
Residual
Total

Intercept

SS
6 31.31217
20 2.158898
26 33.47107

MS
5.2186948854
0.1079449064

F
Significance F
48.3459114604 7.29E-011

Coefficients
Standard Error
t Stat
P-value
Lower 95%
6.479718 0.167289 38.7336013279 2.7519571521666E-020 6.130758

Medium
1.169312
Large
1.68254
Some movies -1.878307
Popular movie-1.206349
Plaza
-0.402116
Standalone -0.587302

0.15488
0.15488
0.15488
0.15488
0.15488
0.15488

Size
Movies
Location

7.5498035195
10.8635181864
-12.127512441
-7.7889375676
-2.5963125225
-3.7919827632

2.8185976558826E-007
7.7216202826739E-010
1.1276684817249E-010
1.7574394244532E-007
0.0172640644
0.0011437188

1.6825396825
1.8783068783
0.5873015873

41%
45%
14%

0.846239
1.359466
-2.201381
-1.529423
-0.72519
-0.910375

Standalone
0
0
0
0
0
0
0
0
0
1
1
1
1
1
1
1
1
1
0
0
0
0
0
0
0
0
0

nificance F

Upper 95%
Lower 95.0% Upper 95.0%
6.828677219 6.1307584072 6.828677219

1.492385801
2.005613314
-1.55523325
-0.88327557
-0.07904277
-0.26422796

Location
Standalone
Plaza
Mall

0.8462385374
1.3594660506
-2.2013805103
-1.5294228383
-0.7251900341
-0.9103752193
Incremental
Utility
0
0.1851851852
0.5873015873

1.492385801
2.005613314
-1.555233246
-0.883275574
-0.07904277
-0.264227955
Incremental
Price
0
0.92593
2.93651

Price
Utility

Price
range
0.7
1

3.5
5