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