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Evaluating and Selecting Alternatives

Evaluating and Selecting Alternatives. The nature of evaluative criteria The measurement aspects of consumer evaluative criteria Consumers’ individual judgments are not necessarily accurate The role of surrogate indicators The types of decision rules consumers may apply

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Evaluating and Selecting Alternatives

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  1. Evaluating and Selecting Alternatives • The nature of evaluative criteria • The measurement aspects of consumer evaluative criteria • Consumers’ individual judgments are not necessarily accurate • The role of surrogate indicators • The types of decision rules consumers may apply • The implications of evaluative criteria for marketing strategy Chapter 5 1

  2. Alternative Evaluation • Evaluation criteria • price • brand name • country of origin • Determinants of criteria • Measuring evaluation criteria • identify salient criteria • assess degree of salience • measure alternative performance 2

  3. Alternative Evaluation (cont.) • Determining the alternatives • Evaluating alternatives • Selecting a decision rule • non-compensatory • compensatory • constructive decision rules • phased decision strategies • Marketing implications 3

  4. Consumer Decision Process 4

  5. Alternative Evaluation and Selection Process • Insert Figure 5.1 3/e 5

  6. Perceived Performance of Six Television Sets 6

  7. Importance of Evaluation Criteria to Buyers • Insert Table 5.2 3/e 7

  8. Perceptual Mapping of Perceptions of Soap Brands 8

  9. Hypothetical Ratings for Illustrating Decision Rules 9

  10. Decision RulesUsed by Consumers • Conjunctive • Disjunctive • Elimination-by-aspects • Lexicographic • Compensatory 10

  11. Product Positionand Decision Rules • Insert Figure 5.4 3/e 11

  12. Alternative Decision Rulesand Selection of a TV Set • Insert Table 5.4 3/e 12

  13. Using Conjoint Analysis to Determine the Importance of Evaluation Criteria 13

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