The math is easy: weights are multiplied with scores and added per brand. Brand B is least and brand C most likely to be purchased, while brand A being in the middle. The most obvious to enhance the appeal for brand b would be to reduce the price as price has the highest weight and the lowest score for brand B. Following this logic all brands gradually converge with minor differences between them.


But the job of marketing is to differentiate their offering from those of rival brands. Therefore the recommendation is to look for specific target groups to which screen size, a characteristic on which the brand scores high, is more important and focus on this aspect in marketing communications.