Brand
MAX([CR],MAX([Apple],MAX([Samsung],[FitBit]))) - MIN([CR],MIN([Apple],MIN([Samsung],[FitBit])))

Shipping
MAX([$0],MAX([$10],[$20])) - MIN([$0],MIN([$10],[$20]))

Restock
MAX([0%],MAX([10%],[15%]))-MIN([0%],MIN([10%],[15%]))

Return Days
MAX([7 Days],MAX([14 Days],[21 Days])) - MIN([7 Days],MIN([14 Days],[21 Days]))

Price
MAX([$150],MAX([$200],MAX([$250],[$300])))-MIN([$150],MIN([$200],MIN([$250],[$300])))


Brand %
AVG([Brand])/(AVG([Brand]) + AVG([Shipping]) + AVG([Restock]) + AVG([Return Days]) + AVG([Price]))

Shipping %
AVG([Shipping])/(AVG([Brand]) + AVG([Shipping]) + AVG([Restock]) + AVG([Return Days]) + AVG([Price]))

Restock %
AVG([Restock])/(AVG([Brand]) + AVG([Shipping]) + AVG([Restock]) + AVG([Return Days]) + AVG([Price]))

Return Days %
AVG([Return Days])/(AVG([Brand]) + AVG([Shipping]) + AVG([Restock]) + AVG([Return Days]) + AVG([Price]))

Price %
AVG([Price])/(AVG([Brand]) + AVG([Shipping]) + AVG([Restock]) + AVG([Return Days]) + AVG([Price]))


WTP – Brand Apple
AVG([Apple])*(150/(AVG([$150])-AVG([$300])))

WTP – Brand Samsung
AVG([Samsung])*(150/(AVG([$150])-AVG([$300])))

WTP – Brand FitBit
AVG([FitBit])*(150/(AVG([$150])-AVG([$300])))

WTP – Shipping $10
AVG([$10])*(150/(AVG([$150])-AVG([$300])))

WTP – Shipping $20
AVG([$20])*(150/(AVG([$150])-AVG([$300])))

WTP – Restock 5%
AVG([5%])*(150/(AVG([$150])-AVG([$300])))

WTP – Restock 10%
AVG([10%])*(150/(AVG([$150])-AVG([$300])))

WTP – Restock 15%
AVG([15%])*(150/(AVG([$150])-AVG([$300])))

WTP – Return Days 14
AVG([14 days])*(150/(AVG([$150])-AVG([$300])))

WTP – Return Days 21
AVG([21 days])*(150/(AVG([$150])-AVG([$300])))


Util – Apple
[Intercept]+[Apple]+[$0]+[15%]+[7 Days]+[$200]

Util – Samsung
[Intercept]+[Samsung]+[$20]+[0%]+[14 Days]+[$300]

Util – FitBit
[Intercept]+[FitBit]+[$10]+[10%]+[14 Days]+[$250]


First Choice – Apple
IF MAX([Util – Apple],MAX([Util – Samsung],[Util – FitBit])) = [Util – Apple] THEN 1 ELSE 0 END

First Choice – Samsung
IF MAX([Util – Apple],MAX([Util – Samsung],[Util – FitBit])) = [Util – Samsung] THEN 1 ELSE 0 END

First Choice - FitBit
IF MAX([Util – Apple],MAX([Util – Samsung],[Util – FitBit])) = [Util – FitBit] THEN 1 ELSE 0 END


Logit Share – Apple
EXP([Util – Apple])/(EXP([Util – Apple])+EXP([Util – Samsung])+EXP([Util – FitBit]))

Logit Share – Samsung
EXP([Util – Samsung])/(EXP([Util – Apple])+EXP([Util – Samsung])+EXP([Util – FitBit]))

Logit Share – FitBit
EXP([Util – FitBit])/(EXP([Util – Apple])+EXP([Util – Samsung])+EXP([Util – FitBit]))


Util – CR
[Intercept]+[CR]+[$10]+[10%]+[14 Days]+[$250]


First Choice – CR Proposed
IF MAX([Util – Apple],MAX([Util – Samsung],MAX([Util – FitBit],[Util – CR]))) = [Util – CR] THEN 1 ELSE 0 END

First Choice – Apple Proposed
IF MAX([Util – Apple],MAX([Util – Samsung],MAX([Util – FitBit],[Util – CR]))) = [Util – Apple] THEN 1 ELSE 0 END

First Choice – Samsung Proposed
IF MAX([Util – Apple],MAX([Util – Samsung],MAX([Util – FitBit],[Util – CR]))) = [Util – Samsung] THEN 1 ELSE 0 END

First Choice – FitBit Proposed
IF MAX([Util – Apple],MAX([Util – Samsung],MAX([Util – FitBit],[Util – CR]))) = [Util – FitBit] THEN 1 ELSE 0 END


Logit Share – CR Proposed
EXP([Util – CR])/(EXP([Util – Apple])+EXP([Util – Samsung])+EXP([Util – FitBit])+EXP([Util – CR]))

Logit Share – Apple Proposed
EXP([Util – Apple])/(EXP([Util – Apple])+EXP([Util – Samsung])+EXP([Util – FitBit])+EXP([Util – CR]))

Logit Share – Samsung Proposed
EXP([Util – Samsung])/(EXP([Util – Apple])+EXP([Util – Samsung])+EXP([Util – FitBit])+EXP([Util – CR]))

Logit Share – FitBit Proposed
EXP([Util – FitBit])/(EXP([Util – Apple])+EXP([Util – Samsung])+EXP([Util – FitBit])+EXP([Util – CR]))