Question: The table below represents a particular consumers evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands of

The table below represents a particular consumer’s evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands of motor scooters. Discuss the brand choice this consumer would make when using the lexicographic, compensatory, and conjunctive decision rules. Evaluative Criteria Criteria Importance Minimum Acceptable Alternative Brands Performance Aprilia Vespa Honda

Evaluative Criteria Criteria Importance Minimum Acceptable Alternative Brands Performance Aprilia Vespa Honda Piaggio BMW Kymco Price 30 4 2 4 2 4 2 4 Horsepower 15 3 4 2 5 5 4 5 Weight 5 2 3 3 3 3 3 3 Gas economy 35 3 4 4 3 2 4 5 Color selection 10 3 4 4 3 2 5 2 Frame 5 2 4 2 3 3 3 3 Note: I=Very poor; 2= Poor; 3 = Fair; 4 = Good; and 5 = Very good.

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