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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