Table 1 Summary of averaged importance... | Emerald Publishing

Table 1

Summary of averaged importance and utility (product type 1. painkillers)

Attribute	Level	Finland N = 50		Ghana N = 78		Mongolia N = 51		Nigeria N = 99		Portugal N = 60		South Africa N = 75		The USA N = 48
Attribute	Level	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)
Colour	Blue	1.35	31.6	−0.38	36.3	−0.19	24.2	−0.25	18	1.27	30.2	−0.25	30.1	1.10	26.9
	Green	−0.94		0.59		0.89		1.5		0.17		0.11		−0.1
	Yellow	−0.96		−0.06		0.54		0.25		0.2		0.71		−0.34
	Red	0.55		−0.15		−1.24		−1.5		−1.64		−0.58		−0.66
Shape	Elongated	1.53	24.4	0.57	27.5	−0.13	11.5	−0.03	11.4	1.17	22.3	0.49	16.1	0.40	25.9
	Portrait	−0.45		0.20		−0.83		0.44		−0.12		−0.31		−1.18
	Square	−1.08		−0.77		0.96		−0.41		−1.05		−0.18		0.77
Font	1 (conservative)	0.35	10.7	−0.54	16.1	0.23	8.1	−0.6	6.2	0.23	10.3	−0.06	16.2	0.17	8.5
	2 (modern)	−0.1		0.68		0.09		0.35		0.29		0.24		0.13
	3 (follower)	−0.25		−0.15		−0.31		0.25		−0.52		−0.18		−0.3
Manufacturer	Known domestic	2.15	33.3	−0.04	20.1	3.49	56.2	4.85	64.4	2.58	37.2	1.93	37.6	2.79	38.7
	Unknown domestic	−0.66		−0.71		−3.14		−2.35		−1.43		−0.74		−1.77
	Known foreign	0.83		0.56		3.07		3.1		1.33		0.94		1.65
	Unknown foreign	−2.31		0.19		−3.42		−5.6		−2.48		−2.12		−2.68
Pearson's R		0.998		0.997		0.997		0.989		0.994		0.944		0.992
Kendall's tau		0.954		0.879		0.879		0.874		0.883		0.800		0.946

Attribute	Level	FinlandN = 50		GhanaN = 78		MongoliaN = 51		NigeriaN = 99		PortugalN = 60		South AfricaN = 75		The USAN = 48
Attribute	Level	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)	Utility	Rel. Imp. (%)
Colour	Blue	1.35	31.6	−0.38	36.3	−0.19	24.2	−0.25	18	1.27	30.2	−0.25	30.1	1.10	26.9
	Green	−0.94		0.59		0.89		1.5		0.17		0.11		−0.1
	Yellow	−0.96		−0.06		0.54		0.25		0.2		0.71		−0.34
	Red	0.55		−0.15		−1.24		−1.5		−1.64		−0.58		−0.66
Shape	Elongated	1.53	24.4	0.57	27.5	−0.13	11.5	−0.03	11.4	1.17	22.3	0.49	16.1	0.40	25.9
	Portrait	−0.45		0.20		−0.83		0.44		−0.12		−0.31		−1.18
	Square	−1.08		−0.77		0.96		−0.41		−1.05		−0.18		0.77
Font	1 (conservative)	0.35	10.7	−0.54	16.1	0.23	8.1	−0.6	6.2	0.23	10.3	−0.06	16.2	0.17	8.5
	2 (modern)	−0.1		0.68		0.09		0.35		0.29		0.24		0.13
	3 (follower)	−0.25		−0.15		−0.31		0.25		−0.52		−0.18		−0.3
Manufacturer	Known domestic	2.15	33.3	−0.04	20.1	3.49	56.2	4.85	64.4	2.58	37.2	1.93	37.6	2.79	38.7
	Unknown domestic	−0.66		−0.71		−3.14		−2.35		−1.43		−0.74		−1.77
	Known foreign	0.83		0.56		3.07		3.1		1.33		0.94		1.65
	Unknown foreign	−2.31		0.19		−3.42		−5.6		−2.48		−2.12		−2.68
Pearson's R		0.998		0.997		0.997		0.989		0.994		0.944		0.992
Kendall's tau		0.954		0.879		0.879		0.874		0.883		0.800		0.946