Evaluating and Selecting Alternatives 1 Evaluating and Selecting Alternatives Chapter 5 The nature of evaluative criteria The measurement aspects of consumer evaluative criteria Consumers’ individual judgments are not necessarily accurate The role of surrogate indicators The types of decision rules consumers may apply The implications of evaluative criteria for marketing strategy 1

Alternative Evaluation 2 Alternative Evaluation Evaluation criteria price brand name country of origin Determinants of criteria Measuring evaluation criteria identify salient criteria assess degree of salience measure alternative performance 2

Alternative Evaluation (cont.) 3 Alternative Evaluation (cont.) Determining the alternatives Evaluating alternatives Selecting a decision rule non-compensatory compensatory constructive decision rules phased decision strategies Marketing implications 3

Consumer Decision Process 4 4

Alternative Evaluation and Selection Process 5 Alternative Evaluation and Selection Process Insert Figure 5.1 3/e 5

Perceived Performance of Six Television Sets 6 Perceived Performance of Six Television Sets 6

Importance of Evaluation Criteria to Buyers 7 Importance of Evaluation Criteria to Buyers Insert Table 5.2 3/e 7

Perceptual Mapping of Perceptions of Soap Brands 8 Perceptual Mapping of Perceptions of Soap Brands 8

Hypothetical Ratings for Illustrating Decision Rules 9 Hypothetical Ratings for Illustrating Decision Rules 9

Decision Rules Used by Consumers 10 Decision Rules Used by Consumers Conjunctive Disjunctive Elimination-by-aspects Lexicographic Compensatory 10

Product Position and Decision Rules 11 Product Position and Decision Rules Insert Figure 5.4 3/e 11

Alternative Decision Rules and Selection of a TV Set 12 Alternative Decision Rules and Selection of a TV Set Insert Table 5.4 3/e 12

Using Conjoint Analysis to Determine the Importance of Evaluation Criteria 13 13