,Short Answer (30%) I. Altermative evaluation is defined as how the consumer pro
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,Short Answer (30%) I. Altermative evaluation is defined as how the consumer proceas Information to aive at brand choices. Now suppose you have your choice of new cars to brand A, B, or C. You hve have finalized the four most important new car attributes and their weights, and created the evaluation matrix below. Which new car brand will you likely selocr? (8%) A Brand B Brand C Importance Weight Brand Attributes Styling 0.5 Operating Economy 02 0.1 Warranty Price Brand Scale:1 (low) to 10 (high) 0.2 Important Weight in %Explanation / Answer
The car which will offer maximum perceived value will be selected. Perceived Value is calculated as sum of :
= Weight assigned to attribute * Rating of Attribute
Brand of Car
Attributes of Brand
Styling
Operating Economy
Warranty
Price
Perceived Value
A
3 (0.50) +
6 (0.2) +
5 (0.1) +
8 (0.2)
4.8
B
7 (0.50) +
5 (0.2) +
5 (0.1) +
8 (0.2)
6.4
C
4 (0.50) +
7 (0.2) +
6 (0.1) +
8 (0.2)
3.6
As the brand B is offeres maximum perceived value 6.4, sobrand C is ideal choice to buy.
Brand of Car
Attributes of Brand
Styling
Operating Economy
Warranty
Price
Perceived Value
A
3 (0.50) +
6 (0.2) +
5 (0.1) +
8 (0.2)
4.8
B
7 (0.50) +
5 (0.2) +
5 (0.1) +
8 (0.2)
6.4
C
4 (0.50) +
7 (0.2) +
6 (0.1) +
8 (0.2)
3.6
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