Conjoint gasoline data

The data is used to conduct a conjoint analysis in order to estimate willingness to pay for gasoline brands. The reference brand is Pemex. Leading brands in Monterrey are Oxxogas and Petro-7. With this data we find that consumers are willing to pay a large premia for the leading brands.
This data was obtained through an online survey to 274 individuals who drive a car in the Metropolitan Area of Monterrey (Mexico).
Each observation represents a hypothetical experience of a driver at a gas station. Essentially, a visit has three characteristics: price (for 87 and 91 octane gasoline, respectively), waiting time (5 or 20 minutes), and brand. The brands are Oxxogas, Petro-7, Pemex, Mobil, FullOk, and British Petroleum.