Which brand is this consumer least likely to select? Discuss two ways the marketer of this alternative can enhance consumer likelihood of joining its fitness club.

One way consumers can evaluate alternatives is to identify important attributes and assess how alternative choices perform on those attributes. Consider a consumer deciding among various fitness centers. Each attribute considered, such as price, class offerings, and so on, is given a score to reflect its level of importance to that consumer. In this example, the consumer gives each attribute a score of 1 to 10 to reflect how important that attribute is to her or him. Then the consumer evaluates each alternative on each attribute (that is, her or his belief about how an alternative performs on each attribute). For example, in the table below, location (with an importance score of 9) is the most important attribute for this consumer. This consumer believes that Peak Fitness performs best on this attribute because it is closest to home, rating it 8 (higher ratings indicate better perceived performance), but also believes this alternative to be the most expensive (belief rating of 3). The consumer believes Revolution Fitness offers the best price, but it is located relatively far away. Class offerings is the least important attribute for this consumer.

A score can be calculated for each alternative by multiplying the importance rating for each attribute by the alternative’s perceived rating on that attribute. These scores are then summed to determine the score for that brand. For example, ScoreRevolution = (5 x 10) + (9 x 4) + (6 x 5) + (2 x 6) = 50 + 36 + 30 + 12 = 128. This consumer will calculate the scores for each brand in a similar way and select the brand with the highest score.

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Attributes Considered Price Location Hours of operation Class offerings Importance of Each Attribute 5 9 6 Alternatives Considered Revolution 24/7 Fitness Fitness Beliefs Beliefs 10 4 456 6 7 6 10 1 Peak Fitness Beliefs 274 00 2 8