As noted in the popular press government policies, the labeling of food products as “genetically modified” (aka GMO) is a controversial topic. Little is understood in terms of consumer behavior with regards to such labels. To help us understand consumer behavior in this space, we were provided a dataset that collected choice based conjoint data on consumer preferences. Using this dataset, I got a model to help us analyze individual probabilities, attribute importance, willingness to pay, and market share.