One way consumers can evaluate alternatives is to identify im- portant attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each at- tribute, such as screen size, is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute. For example, in the table below, price (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that brand C performs best on price, rat- ing it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Screen size and available apps are the consumer's next most im- portant attributes. Operating system is least important. determine the score for that brand. For example, ScoreBrand A = Alternative Brands Importance Weight (e) (0.2X4) + (0.5 × 6)+(0.1 ×5)+(0.2×4)=0.8+ 3.0+0.5+0.8 = 5.1. This consumer will select the brand with the highest score. Attributes A B C Screen size 0.2 4 6 Price 0.5 7 Operating system 0.1 5 4 Apps available 0.2 4 7 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

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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Which brand is this consumer least likely to purchase ? Discuss two ways the marketer of this brand can enhance consumer likelihood of purchasing its brand.

Transcribed Image Text:One way consumers can evaluate alternatives is to identify im- portant attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each at- tribute, such as screen size, is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute. For example, in the table below, price (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that brand C performs best on price, rat- ing it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Screen size and available apps are the consumer's next most im- portant attributes. Operating system is least important.

Transcribed Image Text:determine the score for that brand. For example, ScoreBrand A = Alternative Brands Importance Weight (e) (0.2X4) + (0.5 × 6)+(0.1 ×5)+(0.2×4)=0.8+ 3.0+0.5+0.8 = 5.1. This consumer will select the brand with the highest score. Attributes A B C Screen size 0.2 4 6 Price 0.5 7 Operating system 0.1 5 4 Apps available 0.2 4 7 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

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