criteria. Use the table below to simulate the thought processes of a consumer. Which TV would you buy?

$($$$499)$

$($$$229)$

Brand:

LG

Sony

Samsung

Model

CX

X$800$H

Q$80$

Display Tech

OLED

LED

QLED

Price

$$2,499$

$$1,199$

$$1,799$

Screen size

$65"$

$65"$

$65"$

Smart TV

Performance

$0000$

$00$

$0000$

Appearance

$000$

Weight

$58$ lbs

$50$ Ibs

$55$ Ibs

Protection

$2-($$$279)$ or $5-$year

$2-($$$129)$ or $5-$year

$2-($$$199)$ C$-$year

$($$$399$

Questions:

$1.$ First, quickly at a glance, what TV do you think you would buy?

$2.$ On what criteria do you think you based that decision?

Try these decision$-$making processes, see what brand results for each, and see how confident you feel about the resulting brand suggested from each approach:

$3.$ What attribute do you find least informative? Eliminate that row. Continue to do so until a clear brand winner emerges.

$4.$ Is there a brand of TV that seems weaker than the others on some attribute you care about? Eliminate that brand.

Continue until an obvious choice results.

$5.$ If you made a price$-$based decision, would you be happy?

$6.$ How would your final brand choice define you?

How similar was this thought process to your natural analysis? How can you find out if your consumers think along these lines?