A Consumer Wants to Purchase a New Television

Essay

A consumer wants to purchase a new television.He has identified four determinant attributes for three brands he is considering and has given belief ratings for each.The evaluative ratings are indicated in the following table.Using a compensatory approach,determine the brand this consumer should select.
$\begin{array}{|l|c|c|c|c|}\hline{\text { Attribute }} & \begin{array}{c}\text { Evaluative } \\\text { ratings }\end{array} & \text { Brand A } & \text { Brand B } & \text { Brand C } \\\hline \text { Picture quality } & 10 & 5 & 10 & 6 \\\hline \text { Low price } & 7 & 8 & 3 & 7 \\\hline \text { Warranty } & 5 & 4 & 4 & 8 \\\hline \text { Service } & 6 & 4 & 6 & 8 \\\hline\end{array}$