Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 6

Interview a salesperson for one of the following products. Ascertain the evaluative criteria, importance weights, decision rules, and surrogate indicators that he or she believes consumers use when purchasing this product. What marketing implications are suggested if their beliefs are accurate for large segments
a. Luxury cars
b. Kitchen furniture
c. Air purification systems
d. Cosmetics
e. Ski clothes
f. Fine art