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 is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute (higher ratings indicate higher performance). A score can be calculated for each brand by multiplying the importance weight for each attribute by the brand's score on that attribute. These weighted scores are then summed to determine the score for that brand. Calculate the weighted scores for all brands. Which brand would this consumer likely choose? Which brand is this consumer least likely to purchase? Discuss way the marketer of this brand can enhance consumer likelihood of purchasing its brand.

	Importance	Alternative Brands
Attributes	Weight	A	B	C
Screen size	0.1	6	7	5
Price	0.3	3	4	5
Operating System	0.2	4	6	7
Apps available	0.4	3	5	2

Part 2

Fill in the table below. (Round to one decimal place.)

Brand	Score
A	enter your response here

Part 3

B	enter your response here

Part 4

C	enter your response here

Part 5

The consumer will likely choose

brand A

brand C

brand B

.

Part 6

The consumer will least likely purchase

brand C

brand B

brand A

.

Part 7

What can be done by the marketer of this brand to enhance consumer likelihood of purchasing its brand?

A.

Reduce the costs by cutting the amount of apps available.

B.

Raise the price for the tablets of this brand.

C.

Add a new important attribute in which this brand is more competitive.

D.

Raise the price of servicing the tablets of this brand.