Calculation of share of preference

Question

I have built a market simulator in Excel to calculate share of preference for certain brands. Some of the attributes were only applicable to certain brands. Is it correct so assume that when one sums the utilities to calculate share of preference that one only sums the utilities of those attributes that were applicable for that brand and exclude the rest of the utilities from the calculation?

Answer 1

Hi Claire,

Yes it is correct. Please have attribute as 'N/A' and utilities as '0.0000' for those certain brands. I used to do this in my excel simulator for this case.

Thanks
Abdul