A Consumer Is Deciding Which Television to Purchase and Has

Essay

A consumer is deciding which television to purchase and has identified the determinant attributes and their importance as well as his beliefs of how the three brands he's considering perform on each attribute. Using a compensatory approach, determine the brand this consumer should select.
$\begin{array}{lllll}\text { Attribute } & \text { Importance } & \text { Brand A } & \text { Brand B } & \text { Brand C } \\\text { Picture quality } & 10 & 5 & 10 & 6 \\\text { Low price } & 7 & 8 & 3 & 7 \\\text { Warranty } & 5 & 4 & 4 & 8 \\\text { Service } & 6 & 4 & 6 & 8\end{array}$