One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each attribute is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute​ (higher ratings indicate higher​ performance). A score can be calculated for each brand by multiplying the importance weight for each attribute by the​ brand's score on that attribute. These weighted scores are then summed to determine the score for that brand. Calculate the weighted scores for all brands. Which brand would this consumer likely​ choose? Which brand is this consumer least likely to​ purchase? Discuss way the marketer of this brand can enhance consumer likelihood of purchasing its brand.,,Alternative Brands,,Attributes,Importance Weight,A,B,CScreen size,0.3,3,5,4Price,0.3,2,5,6Operating System,0.3,2,2,2Apps available,0.1,7,2,5

Question

One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each attribute is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute​ (higher ratings indicate higher​ performance). A score can be calculated for each brand by multiplying the importance weight for each attribute by the​ brand's score on that attribute. These weighted scores are then summed to determine the score for that brand. Calculate the weighted scores for all brands. Which brand would this consumer likely​ choose? Which brand is this consumer least likely to​ purchase? Discuss way the marketer of this brand can enhance consumer likelihood of purchasing its brand.

,,Alternative Brands,,
Attributes,Importance Weight,A,B,C
Screen size,0.3,3,5,4
Price,0.3,2,5,6
Operating System,0.3,2,2,2
Apps available,0.1,7,2,5

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