One way consumers evaluate alternatives is to identify attributes that are important to them and assess
how purchase alternatives perform on these attributes. Consider the purchase of a tablet. Each attribute,
such as screen size, is given a weight to reflect the importance of that attribute to a consumer. Then the
consumer evaluates each alternative on each attribute. a. Take the table below and calculate the scores
for each brand. Which brand would the consumer likely choose? b. Which brand is this consumer least
likely to purchase? Discuss ways the marketer of this brand can enhance consumer attitudes to this brand.
c. What about you: Would you consider other/additional attributes? Would you weigh them differently?
How do marketers deal with those differences in consumer preferences?