Which brand is this consumer least likely to purchase? Discuss two ways the marketer of this brand can enhance consumer attitudes toward purchasing its brand.
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, memory (weighted at 0.5) 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 consumer€™s next most important attributes. Warranty is least important. 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. For example, ScoreBrand A = (0.2 x 4) + (0.5 x 6) + (0.1 x 5) + (0.2 x 4) = 0.8 + 3.0 + 0.5 + 0.8 = 5.1. This consumer will select the brand with the highestscore.

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Importance Alternative Brands Attributes Weight (eA B C Size Memory Warranty Price 0.5