Marketing 4th Edition by Dhruv Grewal,Michael Levy

Exercise 1

Jill is trying to decide, once and for all, which soft drink company is her favorite. She has created a chart to help her decide. She has rated Coca-Cola, Pepsi- Cola, and Jones Soda in terms of price, taste, variety, and packaging. She has also assessed how important each of these four attributes is in terms of her evaluations.
Please use the toolkit provided at www.mhhe.com\grewal4e to determine which cola Jill will choose using a compensatory model. Which cola would she choose using a noncompensatory model If you were Jill, which model would you use, the compensatory or the noncompensatory Why