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

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Asked Feb 4, 2019
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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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Expert Answer

Step 1

The weighted Average scores for all brands have been computed as below by multiplying score of each brand with the importance of each attribute

Attributes

Importance

Weights

Weighted Average

 

 

A

B

C

A

B

C

Screen size

0.3

3

 

5

 

4

0.9

1.5

1.2

Price

0.3

2

5

6

0.6

1.5

1.8

Operating system

0.3

2

2

2

0.6

0.6

0.6

Apps Available

0.1

7

2

5

0.7

0.2

0.5

 

 

 

 

 

 

 

 

TOTAL

 

 

 

 

2.8

3.8

4.1

 

Step 2

Since, the weighted average score of Brand C which is 4.1 is the highest the consumers are most likely to purchase brand C.

Since, the weighted average score of Brand A which is 2.8 is the least, the consumers are least likely to purchase brand A. On careful observation, we can find that brand A has better A...

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