Based upon the next phase of the process, I learned the following information about brands in my consideration set. The importance ratings indicate how important each attribute is to me with 4 being the highest and 1 being the lowest. Importance Maytag|Haier Whirlpool Price Quality Style Brand 1 2 5 1 4 4 2 3 2 2 4 3 3 4 2 3 * higher numbers mean higher ratings (for price, a higher rating means a lower price)
Based upon the next phase of the process, I learned the following information about brands in my consideration set. The importance ratings indicate how important each attribute is to me with 4 being the highest and 1 being the lowest. Importance Maytag|Haier Whirlpool Price Quality Style Brand 1 2 5 1 4 4 2 3 2 2 4 3 3 4 2 3 * higher numbers mean higher ratings (for price, a higher rating means a lower price)
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
Transcribed Image Text:Based upon the next phase of the process, I learned the following
information about brands in my consideration set. The importance
ratings indicate how important each attribute is to me with 4 being
the highest and1 being the lowest.
Importance Maytag Haier Whirlpool
Price
Quality
Style
Brand
1
2
5
1
4
4
3
2
4
3
3
4
2
3
* higher numbers mean higher ratings (for price, a higher rating means a
lower price)
23. Objectively, just based upon the attribute ratings ONLY, which is the
highest-rated refrigerator?
Please WRITE your answer in the space for question 23 on your
answer sheet. Include the BRAND NAME and the OBJECTIVE
score.
24. NOW, taking into account my importance ratings, and assuming a
purely compensatory decision model, which brand will I BUY?
Please WRITE your answer in the space for question 24 on your
answer sheet. Include the BRAND NAME and TOTAL SCORE.
25. Now, suppose I will ONLY buy a refrigerator that has a style rating of
AT LEAST 3. Which one will I buy?
Please WRITE your answer in the space for question 25 on your
answer sheet. Include the BRAND NAME and TOTAL SCORE
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