EBK MARKETING
6th Edition
ISBN: 9781259898884
Author: Grewal
Publisher: YUZU
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Chapter 6.4, Problem 5PC
Summary Introduction
To determine: The difference between compensatory and non-compensatory decision rules.
Introduction: Compensatory decision rules refers to a decision rule where consumer evaluates the characteristics of each brand in term of attributes then chose a brand with better performance. Non-compensatory decision rules refers to a decision rule where consumer evaluate only one characteristic and selects a product or services on the basis of that characteristic.
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