Evaluation and Selecting alternatives

Evaluation and Selecting alternatives

1. Consumer process

   • Identify evaluative criteria
     • price
     • brand name
     • country of origin
     • more involved = more criteria
   • Determine relative importance of criteria
     • target market
   • Determine relative value of criteria per option
     • consumer
     • alternative products
     • importance
   • Choose and apply a decision rule
     • Direct methods
       • Asking consumers
       • Focus groups
       • Observation
     • Indirect methods
       • Projective techniques
       • Perceptual mapping
         • positioned according to evaluative criteria
         • change in response to marketing efforts
         • position new products
   • Make decision

2. Determining performance of brand on criteria

   • Rank-ordering scales
   • Semantic-differential scales
   • Likert scales
   • Best–worst scales

3. Determining the relative importance of evaluative criteria

   • Constant-sum scale
   • Use of surrogate indicators
     • predictive value
     • confidence value
   • accuracy of individual judgments
     • Use of surrogate indicators
       • Price
       • Brand
       • Country of origin
       • Celebrity endorsement
     • Sensory discrimination
     • Just-noticeable difference

4. Decision rules used by consumers

   • Conjunctive
   • Disjunctive
   • Elimination-by-aspect
   • Lexicographic
   • Compensatory

5. Marketing implications

   • what criteria are important and to whom
   • increase the perceptions of attribute importance
   • Minimum vs satisfaction levels