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 notebook computer. Each attribute, such as memory, is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute.

For example, in the table below, memory (weighted at 0.6) is the most important computer purchase attribute for this consumer. The consumer believes that Brand C performs best on memory, rating it 7 (higher ratings indicate higher performance). Brand B rates worst on this attribute (rating of 3). Size and price are the consumers next most important attributes. Warranty is least important.

	Importance	Alternative Brands
Attributes	Weight (e)	A	B	C
Size	0.1	4	6	2
Memory	0.6	6	3	7
Warranty	0.2	5	5	4
Price	0.1	4	6	7

Calculate the scores for brands A, B and C. Which brand would this consumer likely choose based on the scores?

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