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 has his beliefs of how the three brands he's considering perform on each attribute. Given the following information, answer the questions that follow.
(a) Assuming a minimum cutoff point of 5, use the conjunctive rule to determine the brand that will be selected. Explain your answer.
(b) Assuming a minimum cutoff point of 9, use the disjunctive rule to determine the brand that will be selected. Explain your answer.
(c) Use the lexicographic rule to determine the brand that will be selected. Explain your answer.
(d) Assuming a minimum cutoff point of 5, use the elimination-by-aspects rule (EBA) to determine the brand that will be selected. Explain your answer.
$\begin{array}{lllll}\text { Attribute } & \text { Importance } & \text { Brand A } & \text { Brand B } & \text { Brand C } \\\text { Picture quality } & 10 & 5 & 10 & 6 \\\text { Low price } & 7 & 8 & 3 & 7 \\\text { Warranty } & 5 & 4 & 4 & 8 \\\text { Service } & 6 & 4 & 6 & 8\end{array}$