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?

Answer 1

1. Calculate the weighted scores for all brands.

Brand A score = (0.3 * 5) + (0.2 * 2) + (0.2 * 4) + (0.3 * 7)

= 4.8

Brand B score = (0.3 * 3) + (0.2 * 4) + (0.2 * 2) + (0.3 * 7)

= 4.2

Brand C score = (0.3 * 6) + (0.2 * 2) + (0.2 * 7) + (0.3 * 3)

= 4.5

2. Which brand would this consumer likely​ choose? Brand A

With the highest rating of 4.8, Brand A has the highest score and so will most likely be chosen.

3. Which brand is this consumer least likely to​ purchase? Brand B

With the lowest rating of 4.2, Brand B will be the least likely to be purchased.