Consider the store choice decision for a young, single, male professional shopping for groceries. He considers three alternatives: a supercenter, a health food market, and an internet grocer. His perception of the offerings provided by the three retailers is shown below. Performance beliefs are on a 10 (excellent) to 1 (poor) scale. Importance weights are on a 10 (very important) to 1 (very unimportant) scale.

Characteristics Important weights Performance Beliefs Supercenter Health Food Market Internet Grocer

Pricing 4 8 4 7

Convenience 9 4 5 8

Assortment 6 7 4 6

Information availability 5 3 9 5

In terms of the multi attribute model, what is the young mans overall evaluation of each store? Which store is the young man most likely to choose for most of his grocery shopping? Explain.