1. The document discusses decision rules that consumers use when purchasing cars, such as compensatory and non-compensatory rules. Compensatory rules allow trade-offs between attributes, while non-compensatory rules do not.
2. It provides examples of how different decision rules may be applied in car purchasing, such as using the lexicographic rule to prioritize price before other attributes for a used car. Consumers also often use weighted compensatory rules to evaluate multiple important attributes of new cars.
3. A survey found that brand name and price are the two most important attributes for car purchasers in Pakistan, though other functional and hedonic features are also considered, explaining preferences there for
POTENTIAL SERVICES, EXPECTED SERVICES
BASIC SERVICES, CORE BENEFIT, Line of visibility,
Service Design- 8 steps , Gaps Model of Service Quality,Provider Gap 1,Provider Gap 2,Key Factors Leading to Provider Gap 2,Provider Gap 3,Key Factors Leading to Provider Gap 4, Zone of Tolerance
POTENTIAL SERVICES, EXPECTED SERVICES
BASIC SERVICES, CORE BENEFIT, Line of visibility,
Service Design- 8 steps , Gaps Model of Service Quality,Provider Gap 1,Provider Gap 2,Key Factors Leading to Provider Gap 2,Provider Gap 3,Key Factors Leading to Provider Gap 4, Zone of Tolerance
Segmentation, Targeting and Positioning (STP)RitikaSingh267
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
Our professionally designed PowerPoint presentation is sure to impress executives, inspire team members and other audience. With a complete set of twentyfive slides, this PPT is the most comprehensive summary of Strategic Brand Positioning Powerpoint Presentation Slides you could have asked for. The content is extensively researched and designs are professional. Our PPT designers have worked tirelessly to craft this deck using beautiful PowerPoint templates, graphics, diagrams and icons. On top of that, the deck is 100 percent editable in PowerPoint so that you can enter your text in the placeholders, change colors if you wish to, and present in the shortest time possible.
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Rodney Payne - The future of destination marketingRodney Payne
In November 2015, I was invited by the Tourism Industry Association of Canada to present on our experience in destination marketing around the world, and how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism boards.
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Customer loyalty is a customer's willingness to buy from or work with a brand again and again, and it's the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.
Existing customers spend 67% more than new customers. In short, customer loyalty really pays off -- and customer loyalty programs end up paying for themselves.
Brands want to provide great customer service so customers will continue subscribing or purchasing. But customer loyalty is paramount to brands' success -- because loyal customers can grow business faster than sales and marketing.
The DMP 101 - Data Management Platforms ExplainedEddy Widerker
Learn more about what a DMP is, how it works, and why it is crucial in today's ad-tech space. Examples on how a DMP could benefit a brand or a publisher are included at the end.
Silicon Cluster Optimization Using Extended Compact Genetic Algorithmkknsastry
This paper presents an efficient cluster optimization algorithm. The proposed algorithm uses extended compact genetic algorithm (ECGA), one of the competent genetic algorithms (GAs) coupled with Nelder-Mead simplex local search. The lowest energy structures of silicon clusters with 4-11 atoms have been successfully predicted. The minimum population size and total number of function (potential energy of the cluster) evaluations required to converge to the global optimum with a reliability of 96% have been empirically determined and are O(n4.2) and O(n8.2) respectively. The results obtained indicate that the proposed algorithm is highly reliable in predicting globally optimal structures. However, certain efficiency techniques have to be employed for predicting structures of larger clusters to reduce the high computational cost due to function evaluation.
Segmentation, Targeting and Positioning (STP)RitikaSingh267
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
Our professionally designed PowerPoint presentation is sure to impress executives, inspire team members and other audience. With a complete set of twentyfive slides, this PPT is the most comprehensive summary of Strategic Brand Positioning Powerpoint Presentation Slides you could have asked for. The content is extensively researched and designs are professional. Our PPT designers have worked tirelessly to craft this deck using beautiful PowerPoint templates, graphics, diagrams and icons. On top of that, the deck is 100 percent editable in PowerPoint so that you can enter your text in the placeholders, change colors if you wish to, and present in the shortest time possible.
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Rodney Payne - The future of destination marketingRodney Payne
In November 2015, I was invited by the Tourism Industry Association of Canada to present on our experience in destination marketing around the world, and how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism boards.
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Customer loyalty is a customer's willingness to buy from or work with a brand again and again, and it's the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.
Existing customers spend 67% more than new customers. In short, customer loyalty really pays off -- and customer loyalty programs end up paying for themselves.
Brands want to provide great customer service so customers will continue subscribing or purchasing. But customer loyalty is paramount to brands' success -- because loyal customers can grow business faster than sales and marketing.
The DMP 101 - Data Management Platforms ExplainedEddy Widerker
Learn more about what a DMP is, how it works, and why it is crucial in today's ad-tech space. Examples on how a DMP could benefit a brand or a publisher are included at the end.
Silicon Cluster Optimization Using Extended Compact Genetic Algorithmkknsastry
This paper presents an efficient cluster optimization algorithm. The proposed algorithm uses extended compact genetic algorithm (ECGA), one of the competent genetic algorithms (GAs) coupled with Nelder-Mead simplex local search. The lowest energy structures of silicon clusters with 4-11 atoms have been successfully predicted. The minimum population size and total number of function (potential energy of the cluster) evaluations required to converge to the global optimum with a reliability of 96% have been empirically determined and are O(n4.2) and O(n8.2) respectively. The results obtained indicate that the proposed algorithm is highly reliable in predicting globally optimal structures. However, certain efficiency techniques have to be employed for predicting structures of larger clusters to reduce the high computational cost due to function evaluation.
At Etsy our approach to development is to make small, incremental, continuous changes to the site. Deploying code to production anywhere between 20 to 40 times a day requires not only technical tooling, but also a culture that allows for and encourages innovation, confidence backed by actual data and comprehensive tests, and blameless post-mortems that allow for a feedback loop we can learn from and improve.
Learn about the tools we have, and how we foster an environment where we make this possible.
At Etsy our approach to development is to make small, incremental, continuous changes to the site. Deploying code to production anywhere between 20 to 40 times a day requires not only technical tooling, but also a culture that allows for and encourages innovation, confidence backed by actual data and comprehensive tests, and blameless post-mortems that allow for a feedback loop we can learn from and improve.
"NENHUM SERVO PODE SERVIR A DOIS SENHORES, PORQUE OU HÁ DE ABORRECER A UM E AMAR O OUTRO, OU HÁ DE ENTREGAR-SE A UM E NÃO FAZER CASO DO OUTRO; VÓS NÃO PODEIS SERVIR A DEUS E ÀS RIQUEZAS".
Lucas, cap 16
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock Out Punch. PRESENTATION: Paid Search & Social: The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #14B
5
Understanding Consumer Behavior
LEARNING OBJECTIVES
After reading this chapter you should be able to:
LO 5-1Describe the stages in the consumer purchase decision process.
LO 5-2Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
LO 5-3Identify the major psychological influences on consumer behavior.
LO 5-4Identify the major sociocultural influences on consumer behavior.
ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE
Who makes 60 percent of new-car buying decisions? Who influences 80 percent of new-car buying decisions? Women. Yes, women.
Women are a driving force in the U.S. automobile industry. Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand and satisfy this valuable car buyer and influencer. What have they learned? While car price and quality are important, women and men think and feel differently about car features and key elements of the new-car buying decision process and experience.
•The sense of styling. Women and men care about styling. For men, styling is more about a car’s exterior lines and accents or “curb appeal.” Women are more interested in interior design and finishes. Designs that fit their proportions, provide good visibility, offer ample storage space, and make for effortless parking are particularly important.
•The need for speed. Both sexes want speed, but for different reasons. Men think about how many seconds it takes to get from zero to 60 miles per hour. Women want to feel secure that the car has enough acceleration to outrun an 18-wheeler trying to pass them on a freeway entrance ramp.
•The substance of safety. Safety for men is about features that help avoid an accident, such as antilock brakes and responsive steering. For women, safety is about features that help to survive an accident. These features include passenger airbags and reinforced side panels.
•The shopping experience. The new-car-buying experience differs between men and women in important ways. Generally, men decide up front what car they want and set out alone to find it. By contrast, women approach it as an intelligence-gathering expedition. Referred to as CROPing, women shoppers look for CRedible OPinions. They actively seek information and postpone a purchase decision until all options have been evaluated. Women, more frequently than men, visit auto-buying websites, read car-comparison articles, and scan car advertisements. Still, recommendations of friends and relatives matter most to women. Women typically shop three dealerships before making a purchase decision—one more than men.
Page 111
Carmakers have learned that women, more than men, dislike the car-buying experience—specifically, the experience of dealing with car salespeople. In contrast to many male car buyers, women do not typically revel in the gamesmanship of car buying. “Men get all excited about going out to buy a car and talk about how they’re g.
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
My chapter from the book: Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research, ISBN 978-0813823973
http://www.amazon.com/Product-Innovation-Toolbox-Consumer-Understanding/dp/0813823978/
The International Journal of Engineering & Science is aimed at providing a platform for researchers, engineers, scientists, or educators to publish their original research results, to exchange new ideas, to disseminate information in innovative designs, engineering experiences and technological skills. It is also the Journal's objective to promote engineering and technology education. All papers submitted to the Journal will be blind peer-reviewed. Only original articles will be published.
The papers for publication in The International Journal of Engineering& Science are selected through rigorous peer reviews to ensure originality, timeliness, relevance, and readability.
Consumer Decision Making Process and Changing Indian Consumers and its Impact,Consumer Profiling for a Consumer Durable product like LCD, LED, Smart Phone, etc
MBA 5501, Advanced Marketing 1 Course Learning Outcom.docxAASTHA76
MBA 5501, Advanced Marketing 1
Course Learning Outcomes for Unit III
Upon completion of this unit, students should be able to:
2. Synthesize the use of marketing research and demand forecasting to predict business outcomes, and
contrast the influence of micro and macro environmental factors on marketing strategies.
2.1 Explain the impact of environmental factors with a company using the political, economic,
social, and technological (PEST) analysis tool.
2.2 Describe a company’s marketing history and its evolution to current practices.
3. Compare new product development and competitive product strategies.
3.1 Compare competitors within an industry.
4. Analyze consumer relationships and buying processes by outlining the development and cultivation of
customer relationships considering value, satisfaction, and loyalty.
4.1 Summarize a business’s next step for growth and potential with a focus on customer value,
satisfaction, and loyalty.
Course/Unit
Learning Outcomes
Learning Activity
2 Case Study; Chapters 5, 6, and 7
2.1 Case Study; Chapters 5, 6, and 7
2.2 Case Study; Chapters 5, 6, and 7
3 Case Study; Chapters 5, 6, and 7
3.1 Case Study; Chapters 5, 6, and 7
4 Case Study; Chapters 5, 6, and
4.1 Case Study; Chapters 5, 6, and 7
Reading Assignment
Chapter 5: Creating Long-Term Loyalty Relationships, pp. 127–146
Chapter 6: Analyzing Consumer Markets, pp. 157–179
Chapter 7: Analyzing Business Markets, pp. 189–210
Unit Lesson
Chapter 5: Creating Long-Term Loyalty Relationships
What is a brand that you purchase frequently and will go out of your way to find? What brand will you not only
shop around for but will also travel a distance to find? This practice means that you have created a
relationship with this brand; in the marketing world, this means that you have developed brand loyalty.
Kotler and Keller (2016) discuss customer value through the concept of customer perceived value (CPV),
which is defined as the difference between the customer’s perception of the product/service and the direct
and indirect competitors. A direct competitor is a company that provides the same products/services, while an
indirect competitor is one that provides products/services that do not necessarily provide the same
products/services but provide an alternative that the customer might choose if he or she did not purchase
your product/service. For instance, a direct competitor of Disney World might be Universal Studios, whereas
UNIT III STUDY GUIDE
Understanding the Consumer
MBA 5501, Advanced Marketing 2
both provide similarly themed entertainment. An indirect competitor might be Six Flags amusement parks,
which focus on thrill rides and provide the consumer with an alternative to the Disney World experience.
Marketers are always looking for methods by which they can create trust and commitment with the consumer.
Many times, this leads to a system of brand stra.
Consumer Decision Making ProcessThe consumer decision making is .docxdonnajames55
Consumer Decision Making Process
The consumer decision making is a complex process with involves all the stages from problem recognition to post purchase activities. All the consumers have their own needs in their daily lives and these needs make them make different decisions. These decisions can be complex depending on the consumer’s opinion about a particular product, evaluating and comparing, selecting and purchasing among the different types of product. Therefore, understanding and realizing the core issue of the process of consumer decision making and utilize the theories in practice is becoming a common view point by many companies and people.
There is a common consensus among many researchers and academics that consumer purchasing theory involves a number of different stages. Depending on the different factors and findings, numerous researchers and academics developed their own theories and models over the past years. However, according to Tyagi and Kumar (2004), although these theories vary slightly from each other, they all lead to almost the same theory about the consumer purchasing theory which states that it involves the stages of search and purchase of product or service and the process of evaluation the product or service in the post-purchase product.
Five Stage Model initially proposed by Cox et al. (1983) is considered to be one of the most common models of consumer decision making process and it involves five various stages. These stages are: recognition of need or problem, information search, comparing the alternatives, purchase and post-purchase evaluation. This simple model clearly illustrates and explains how the consumers make a purchasing decision.
Furthermore, Blackwell et al (2006) highlights the argument why this model is more precise and clear compared to the other similar models is that because this model’s core focus is on motivational factors which helps the user to understand the reasons behind the purchasing decision easier.
1. Problem/Need Recognition
Recognition of need or a problem is the first stage of the model. According to Bruner (1993) recognition of a problem arises in the situation where an individual realizes the difference between the actual state of affairs and desired state of affairs. Neal and Quester (2006) further state that the recognition of a problem or need depend on different situations and circumstances such as personal or professional and this recognition results in creation of a purchasing idea. For instance, consumer may recognize the need to buy a laptop when there is need to carry it use it in different places which is convenient compared to a desktop computer.
Solomon et al (2006) classifies the human needs into two different categories depending on their nature. The following categories are mentioned: psychological and functional or physical needs. The authors state that the psychological needs are the outcome of emotional feeling of consumers whereas functional or physical .
1. 1February 277 2016
APPLYING DECISION RULES
TO CAR PURCHASING
Khairunnissa Virani
University of Waterloo
Human brain and behavior are two very interesting and extraordinary components. Looking
through a consumer’s lens, I perceive them as being significantly variable from person to
person and subjected to complexity. My point can be justified by the fact that even for making
a purchase, irrespective of its nature, a person or consumer goes through an extensive decision
making process, which is classified into five steps; Problem identification, Information search,
Alternative evaluation, Purchase and Post-Purchase (Social Media Marketing by Tuten &
Solomon). It is during the evaluation of the alternatives a consumer makes choices,
comparisons and applies decision rules.
Decision rules are different from decision process. A consumer uses these rules to facilitate
their complex, consumption related decision process and, are applied to a consumer decided
set of brands or choices. These choices are tested against an evaluative criteria consisting of
multiple utilitarian and hedonic attributes/ features important to the buyer. There are two
primary decision rules – Compensatory and Non-Compensatory; the former being sub-
categorized into Simple Summated and Weighted and the latter into Conjunctive, Disjunctive
and Lexicographic.
Under compensatory decision rule, all the attributes made part of the evaluative criteria are
weighed and rated for each brand in consideration. This rule allows a lower rating or negative
evaluation of one attribute to be balanced out by the higher or positive evaluation of the other.
The consumer; if taking the simple summated approach, simply totals the attributes’ score and
decides on the brand with highest score, on the other hand for weighted the consumer will first
weigh each attribute relative to its importance and then rate each, eventually deciding on the
brand with highest calculated score.
2. 2February 277 2016
Contrary to compensatory, non-compensatory decision rule does not allow the act of balancing
between the attributes, and one negative or low ranked attribute can disregard the particular
brand in consideration. Under conjunctive rule, a brand or model that falls below the consumer
set minimal acceptable level (cut-off) for any of the attributes, is eliminated from further
consideration. Disjunctive rule is exactly opposite of conjunctive rule, any attribute scoring
higher than the set minimal value can result in that particular brand be selected by consumer
for further consideration or even as the final decision in some cases. For lexicographic decision
rule, consumer first ranks all attributes according to their perceived importance and then
compares all alternatives in terms of the most important attribute. Any brand scoring
significantly higher for that most important attribute is selected directly and the decision
process halts. If in case of equal or competitive scores between two or more brands, the process
is repeated with the next highly ranked attribute and this carries on till a final decision is made
by the consumer.
The type and complexity of rules applied for a purchase decision depends on the nature of the
purchase process and the level of consumer involvement in it. Purchasing a car is type of long
term commitment purchase and a consumer, such as myself, always has a very high level of
involvement in it. In my point of view, a car purchasing decision is always multi-attribute and
often primarily uses compensatory decision rules over non-compensatory for inference. Since,
purchasing a car is not a frequently repetitive act, the purchasers put in a lot of effort gathering
information and details prior to the actual evaluation. The automobile companies and
marketers, special beginners, need to have a sound knowledge and understanding of the
situations and consumer behavior and rules. Hence, in this paper aims to explore and
rationalize the theory presented.
According to a survey, consumers typically place four to six different attributes as criteria for
evaluation between car brands. Some of the key factors such as cost, features, benefits and the
projected length of car ownership may have a considerable influence on what kind of a brand
or a particular model of a brand would one purchase. Every factor holds a certain weightage
and consumers then tend to balance out negatives by positives of one another. Hence, to further
my point a consumer usually considers weighted compensatory decision approach.
3. 3February 277 2016
One of the articles by Kath Straub mentions compensatory decisions as “rational” as “they
involve identification of complete set of attributes that could impact the success of choosing
of the available options – including both positive and negative impacts”. Although, in some
situations people also use non-compensatory or eliminative decision rules in combination with
compensatory rules to aid and/or fast track the decision process or simply because some
consumers may find collecting and comparing all of necessary data too intensive. This can be
true for when purchasing a used car or a specific model of a particular brand, where
lexicographic rule can be used with price, for example, being highly important attribute and
any used car scoring high in that criteria, means low priced, can be directly selected. On the
other hand conjunctive rule can be used in coalition with a weighted compensatory rule to first
eliminate any model that falls below the set minimal value and the others extrapolated could
be weighted for other attributes and scored accordingly.
Let’s consider a situation where consumer is evaluating a particular brand that he recognizes
against other less or un-recognized brands. An experiment for recognition heuristic conducted
by Onvara Oeusoonthornwattna and David R. Shanks at University College London, tested
non-compensatory processing when; 1) Two brands were presented one recognized and other
not, without price knowledge, 2) Two un-recognized brands but one was priced slightly lower.
As a result when prices were unknown people selected their recognized brand and for the
second scenario people took the price into consideration. The extensive experiment revealed
that despite of recognition being a powerful driver of preferences, it is processed in a
compensatory way and is found to be collective with other attributes in preferential choice.
Although a car brand is perceived to represent a person’s lifestyle, economic and status symbol
yet, cost, performance, reliability, engine strength, size, style, color, running costs etc. are also
a set of considered attributes.
A survey carried out in Pakistan showed a car’s brand name to have a high priority (34%),
while price as being the second highest weighed attribute (30%) and others following, as shown
in table 1.0. Part of the same survey made comparison between reputable multinational brands
common in Pakistan, namely Toyota, Honda & Suzuki and the result showed ‘Suzuki’ as
highly preferred brand. This may have been the result because of many consumers eliminating
the other two competing brands in terms of being high priced, however, the brands in
4. 4February 277 2016
consideration have a broad range of models to offer, hence, despite of price as just being the
key attribute, the quality, design, size, shape and other functional and hedonic features must
have been weighed and evaluated as Suzuki, being a Japanese brand, does a decent job in all
areas.
Table 1.0
Different conditions in which a car is purchased may occasionally have a combination of non-
compensatory and compensatory decision rules being applied but, a consumer who always has
high interest in this long term and costly purchase will have their research done quite
extensively and it's rare to see them ridiculing or selecting any brand directly and basing their
decision on a single attribute. Every automobile company, when launching a new car brand,
needs to consider different criteria a consumer can select for evaluation and how they can be
weighed and score according to the compensatory rules applied.