One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of an automobile. Each attribute, such as gas mileage, 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, gas mileage (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that Brand C performs best on gas mileage, rating it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Styling and price are the consumer's next most important attributes. Warrant is least important. 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. For example, Score for Brand A = (0.2 x 4) + (0.5 x 6) + (0.1 x 5) + (0.2 x 4) = 0.8 +3.0+ 0.5 +0.8= 5.1. This consumer will select the brand with the highest score. Importance Weight (e) 0.2 0.5 Warranty 0.1 Price 0.2 Attributes Styling Gas mileage A 4 6 5 4 Alternative Brands B 6 3 5 6 274NO C 1. Calculate the scores for Brands B and C. Which brand would this consumer likely choose? 2. Which brand is this consumer least likely to purchase? Discuss two ways the marketer of this brand can enhance consumer attitudes toward purchasing its brand.

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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Transcribed Image Text:B. Consumer Markets & Consumer Buyer Behavior Marketing by the Numbers Evaluating Alternatives One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of an automobile. Each attribute, such as gas mileage, 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, gas mileage (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that Brand C performs best on gas mileage, rating it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Styling and price are the consumer's next most important attributes. Warrant is least important. 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. For example, Score for Brand A = (0.2 x 4) + (0.5 x 6) + (0.1 x 5) + (0.2 x 4) = 0.8 +3.0 + 0.5 +0.8= 5.1. This consumer will select the brand with the highest score. Attributes Styling Gas mileage Warranty Price Importance Weight (e) 0.2 0.5 0.1 0.2 A 4 6 5 4 Alternative Brands B 6 3 5 6 с C2747 1. Calculate the scores for Brands B and C. Which brand would this consumer likely choose? 2. Which brand is this consumer least likely to purchase? Discuss two ways the marketer of this brand can enhance consumer attitudes toward purchasing its brand.

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