Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 17

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 at-tribute, such as screen size, 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, price (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that brand C performs best on price, rating it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Screen size and available apps are the consumer's next most important attributes. Operating system 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

This consumer will select the brand with the highest score.
Calculate the scores for brands B and C. Which brand would this consumer likely choose? (AACSB: Communication; Analytic. Reasoning)