Question

One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each attribute is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute​ (higher ratings indicate higher​ performance). 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 determine the score for that brand. Calculate the weighted scores for all brands. Which brand would this consumer likely​ choose? Which brand is this consumer least likely to​ purchase? Discuss way the marketer of this brand can enhance consumer likelihood of purchasing its brand.

                                                                                                                                                                                                 

Importance Weight Alternative Brands B A Attributes Screen size Price Operating System Apps available NON ONTO no Brand Score

Answer 1

(A) Attributes (A*C) Weight Score of B 0.7 (D) Brand Score of A (B) (A*B) Importance Brand Score Weight Score Brand Score Weights of A of A of A 0.1 0.5 0.3 3 0.9 0.5 6 0. 15 0.5 (A*D) Weight Score of C 0.7 1.2 5 Screen Size Price Operating System Apps Available 1.8 4 6 6 3.5 0.4 3 0.6 Score 4.9 6.4 5.5

Since the Score of Brand B is highest i.e, 6.4, so the consumer will likely​ choose Brand B.

Ways the marketer of Brand B can enhance consumer likelihood of purchasing its brand are as follows:-

• As from the data we can see that Operating System has the highest Importance weights and Brand B also has the highest weight score. So this can be a strong point for the marketer to point out to the customers.
• As customers are nowadays attracted towards the big screen size, and the Brand B is among the biggest screen size in the market. So marketer may use this as a tactic to enhance customer likelihood.
• Good Advertisement, educating the customers about the tablet may enhance the customer likelihood.
• Price of the tablet score of Brand B is highest means the value that the customers are getting though this Brand is maximum. So the marketer task is to tell the customers about all the things customer are getting at this price.