1. Evaluating and Selecting Alternatives1
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

2. Alternative Evaluation2
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

3. 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

4. Consumer Decision Process4 4

5. Alternative Evaluation and Selection Process5
Alternative Evaluation and Selection Process
Insert Figure 5.1 3/e 5

6. Perceived Performance of Six Television Sets6
Perceived Performance of Six Television Sets 6

7. Importance of Evaluation Criteria to Buyers7
Importance of Evaluation Criteria to Buyers
Insert Table 5.2 3/e 7

8. Perceptual Mapping of Perceptions of Soap Brands8
Perceptual Mapping of Perceptions of Soap Brands 8

9. Hypothetical Ratings for Illustrating Decision Rules9
Hypothetical Ratings for Illustrating Decision Rules 9

10. Decision Rules Used by Consumers10
Decision Rules Used by Consumers
Conjunctive
Disjunctive
Elimination-by-aspects
Lexicographic
Compensatory 10

11. Product Position and Decision Rules11
Product Position and Decision Rules
Insert Figure 5.4 3/e 11

12. Alternative Decision Rules and Selection of a TV Set12
Alternative Decision Rules and Selection of a TV Set
Insert Table 5.4 3/e 12

13. Using Conjoint Analysis to Determine the Importance of Evaluation Criteria13 13