Consideration Stage: Brand Alternatives

Project Description:

In the Consideration stage, customers first select a single cluster of brands using a single rule, called Binary Decision Making, based on a yes or no value, such as "I want caffeine in my drink" or "I don't want caffeine."

For this project, you will pick a product or service to be purchased, identify at least 4 potential competing brands, create a non-compensatory rule to use in selection, and apply the non-compensatory rule to reduce alternatives.

Complete all of the worksheets below and submit them to Project 5 in Moodle.

WORKSHEETS:

1. PRODUCT IDENTIFICATION
2. IDENTIFY ALTERNATIVE CHOICES AND FEATURES
3. NON-COMPENSATORY RULE
4. REDUCING ALTERNATIVES: APPLICATION OFNON-COMPENSATORY RULE

(PROJECT 5)WORKSHEET A:PRODUCT IDENTIFICATION

1. Identify the need(s) or desire(s) that must be satisfied?

2. Which single product or service will satisfy these needs/wants?(not a brand or model)

PRODUCT:

_____________________________

(PROJECT 5)WORKSHEET B:IDENTIFY ALTERNATIVE CHOICES AND FEATURES (Consideration Cluster)

Identify at least 4 brands/models that are competing selection alternatives for this product.

BRAND /MODEL

1

2

3

4

5

6

(PROJECT 5)WORKSHEET C:NON-COMPENSATORY RULE

What is the one single most important feature, capability, or quality the product must have?

(Absence of this feature would be a deal-breaker for any alternative)

NON-COMPENSATORY RULE:

(PROJECT 5)WORKSHEET D:

REDUCING ALTERNATIVES:APPLICATION OF NON-COMPENSATORY RULE

Using your results from Worksheet B, apply your non-compensatory rule to your cluster of alternatives.

BRAND /MODEL

MEETS NON-COMPENSATORY

REQUIREMENTS(Y/N)

1

2

3

4

5

6

Which alternatives remain?

FINAL CONSIDERATION CLUSTER:

BRAND /MODEL

1

2

3

4

5

6

This is your Final Consideration Cluster.