A consumer wants to purchase a new pair of jeans and is considering three potential brands: Levi's, Gap, and Uniqlo. The attributes that the consumer cares about when making the purchase and their respective importance are as follows: 

• Brand Reputation: 10%
• Price: 50%
• Comfort: 40%

The consumer's evaluation of jeans from the three brands on a 10-point scale are as follows:

	Brand Reputation	Price	Comfort
Levi's	9	2	3
Gap	6	4	9
Uniqlo	5	8	4

Given this information and using the traditional multi-attribute model, which of the following should the consumer purchase?

 

Levi's

 

Gap

 

Uniqlo