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Consumer Choice Essay Preview: Consumer Choice Report this essay Consumer ChoiceCardinal Utility AnalysisOrdinal Utility AnalysisUtility Function: assigning a level of utility to each market basket; C= u (F + C); 8 units of F and 2 units of C – 8 + 2(3) =14,; 6 + 4(2) = 14Consumer Preferences—finding the practical way of.