One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each attribute, such as screen size, is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative (brand) on each attribute.

For example, in the following table, price (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that Brand C performs best on price, rating it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating

of 3). Screen size and available apps are the consumers next most important attributes. Operating system is least important.

Attributes	Weight/importance	Brand A	Brand B	Brand C
Screen size	0.2	4	6	2
Price	0.5	6	3	7
Operating System	0.1	5	5	4
Apps available	0.2	4	6	7
Overall Brand scores.	1.0	5.1

A score can be calculated for each brand by multiplying the importance weight for each attribute by the brands score on that attribute. These weighted scores are then summed todetermine the score for that brand.

For example, Score (Brand A) = (0.2 * 4) + (0.5 * 6) + (0.1 * 5) + (0.2 * 4) = 0.8 + 3.0

+ 0.5 + 0.8 = 5.1. This consumer will select the brand with the highest score.

N.B. All Weights add up to 1.0.

Required: Answer the following questions and uploadyour document in the folder provided.

Q1. Calculate the scores for brands B and C. Which brand would this consumer likely choose?

(2 marks)

Q2. Which brand is this consumer least likely to purchase? Discuss two ways the marketer of this brand can enhance consumer attitudes toward purchasing its brand. (3 marks)

Q3. In which stage of the Consumer Buying Process would this whole process take place? (2 marks)

Q4. What type of buyer decision behaviour does this type of process represent. Explain. (3 marks)

Q5. Construct a similar table for purchasing Flat Screen TVs instead. List three Attributes you would consider in buying a flat screen TV and three brands you would compare. Score each brand based on your own belief about its performance on each attribute. (Use a scale of 1-10 where 1 is very poor and 10 is Excellent). (5 marks)

a) Identify from the table, your least and most preferred TV brand. (2 marks)

b) Identify which are the most and least important attributes to you in this product category?

(3 marks)