Jul 022012
 

In this task we explore the third phase of the consumer decision process, which is the evaluation of alternatives. From the various television options listed below, which one would you choose on the basis of the six product attributes provided? On what basis did you make your choice?

 

ACTIVITY/TASK

Screen Size

Warranty

Brand A

100 cm

Brand A

3 years

Brand B

150 cm

Brand B

2 years

Brand C

100 cm

Brand C

1 years

Brand D

150 cm

Brand D

3 years

Brand E

80 cm

Brand E

1 years

Stereo Quality

Brand Reputation

Brand A

OK

Brand A

Great

Brand B

Good

Brand B

Good

Brand C

Great

Brand C

Great

Brand D

OK

Brand D

Good

Brand E

Good

Brand E

OK

Price

Picture Quality

Brand A

$3,000

Brand A

Good

Brand B

$4,000

Brand B

Good

Brand C

$2,500

Brand C

Great

Brand D

$4,000

Brand D

Good

Brand E

$1,000

Brand E

OK

 

QUESTIONS

  1. Which TV did you choose? Why did you consider this TV to be the best choice?
  2. Which decision rule did your approach/selection most resemble?
  3. How helpful is it for marketers and retailers to understand the different types of decision rules/processes that consumers may use? In what ways could they utilize this information?

 

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