Question: 31. The table below represents a particular consumer's evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands

31. The table below represents a particular

31. The table below represents a particular consumer's evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands of motor scooters. Discuss the brand choice this consumer would make when using the lexicographic, compensatory, and conjunctive decision rules. Alternative Brands Evaluative Criteria Criteria Importance Minimum Acceptable Performance Aprilia Vespa Honda Piaggio BMW Kymco Price 30 4 2 4 2 4. 2 4 15 3 4 2 5 4 5 Horsepower Weight 5 3 5 2 3 3 3 3 3 Gas economy 35 3 4 4 3 2 4 5 Color selection 10 3 4 4 3. 2 5 2 Frame 5 2 4 2 3 3 3 3 Note: 1 = Very poor; 2 = Poor; 3 = Fair; 4 = Good; and 5 = Very good. = = = =

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