Table 2 Summary of averaged importance...

Table 2

Summary of averaged importance and utility (product type 2. sore throat medicine)

Attribute		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. (%)
Flavour	Menthol	0.57	30.9	0.09	16.6	0.87	25.8	0.49	28.1	2.14	46.5	0.83	25	−0.82	38.5
	Honey and lemon	0.45		−0.21		0.69		0.56		1.54		0.11		1.76
	Mint	0.23		−0.05		0.77		0.76		−1.32		−0.17		0.55
	Neutral	−1.24		0.17		−2.33		−1.81		−2.36		−0.77		−1.49
Colour	Blue	0.80	19	−1.05	31.3	−0.05	13.6	0.40	16.3	0.43	19.2	−0.15	19.8	0.20	15.9
	Green	0.39		1.02		0.87		0.03		0.85		−0.13		0.68
	Yellow	0.30		0.55		−0.22		−0.23		0.30		0.25		0.22
	Red	−1.48		−0.52		0.60		−0.20		−1.59		0.04		−1.10
Shape	Elongated	0.58	13	−0.71	20	0.25	7.9	0.26	12.7	0.45	8.9	0.28	15.5	0.61	11.4
	Portrait	0.22		−0.01		−0.47		0.27		−0.14		0.20		−0.78
	Square	−0.80		0.70		0.22		−0.53		−0.31		−0.48		0.12
Font	1 (conservative)	1.10	14.2	−0.004	11.5	−0.08	6	0.05	11.5	0.21	7.6	0.13	15.9	0.70	7.3
	2 (modern)	0.03		0.04		−0.12		0.40		0.17		0.69		−0.12
	3 (follower)	−1.13		−0.03		0.20		−0.45		−0.38		−0.82		−0.59
Manufacturer	Known domestic	1.14	22.9	0.17	20.6	3.29	46.7	0.76	31.4	1.31	17.8	0.42	23.8	1.84	26.9
	Unknown domestic	0.15		−0.10		−2.34		−2.25		−0.43		−0.82		−0.63
	Known foreign	−0.24		0.64		2.87		2.58		0.34		0.76		0.57
	Unknown foreign	−1.06		−0.71		−3.82		−1.09		−1.22		−0.36		−1.78
Pearson		0.983		0.985		0.994		0.997		0.999		0.998		0.997
Kendall's tau		0.850		0.883		0.958		0.983		0.950		0.983		0.950

Attribute		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. (%)
Flavour	Menthol	0.57	30.9	0.09	16.6	0.87	25.8	0.49	28.1	2.14	46.5	0.83	25	−0.82	38.5
	Honey and lemon	0.45		−0.21		0.69		0.56		1.54		0.11		1.76
	Mint	0.23		−0.05		0.77		0.76		−1.32		−0.17		0.55
	Neutral	−1.24		0.17		−2.33		−1.81		−2.36		−0.77		−1.49
Colour	Blue	0.80	19	−1.05	31.3	−0.05	13.6	0.40	16.3	0.43	19.2	−0.15	19.8	0.20	15.9
	Green	0.39		1.02		0.87		0.03		0.85		−0.13		0.68
	Yellow	0.30		0.55		−0.22		−0.23		0.30		0.25		0.22
	Red	−1.48		−0.52		0.60		−0.20		−1.59		0.04		−1.10
Shape	Elongated	0.58	13	−0.71	20	0.25	7.9	0.26	12.7	0.45	8.9	0.28	15.5	0.61	11.4
	Portrait	0.22		−0.01		−0.47		0.27		−0.14		0.20		−0.78
	Square	−0.80		0.70		0.22		−0.53		−0.31		−0.48		0.12
Font	1 (conservative)	1.10	14.2	−0.004	11.5	−0.08	6	0.05	11.5	0.21	7.6	0.13	15.9	0.70	7.3
	2 (modern)	0.03		0.04		−0.12		0.40		0.17		0.69		−0.12
	3 (follower)	−1.13		−0.03		0.20		−0.45		−0.38		−0.82		−0.59
Manufacturer	Known domestic	1.14	22.9	0.17	20.6	3.29	46.7	0.76	31.4	1.31	17.8	0.42	23.8	1.84	26.9
	Unknown domestic	0.15		−0.10		−2.34		−2.25		−0.43		−0.82		−0.63
	Known foreign	−0.24		0.64		2.87		2.58		0.34		0.76		0.57
	Unknown foreign	−1.06		−0.71		−3.82		−1.09		−1.22		−0.36		−1.78
Pearson		0.983		0.985		0.994		0.997		0.999		0.998		0.997
Kendall's tau		0.850		0.883		0.958		0.983		0.950		0.983		0.950

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