EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 5, Problem 5.12MA
Summary Introduction
Case summary:
A way through which the consumers could assess is to find out significant attributes and evaluates how the buying alternatives perform on such attributes. Every attribute like the size of the screen is provided a weight to affect its importance level to that customer. Later, the customer assesses every alternative on every attribute.
A table is provided with various attributes and its importance of weight for three brands, Brand A, B, and C.
Characters in given case:
- Brand A, B, and C
To calculate: The scores for the brands B and C and identify the brand that the consumer would select.
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