Professional Documents
Culture Documents
5-1
5-2
criteria
Consumers individual judgments are not
necessarily accurate
Role of surrogate indicators
Types of decision rules consumers may
apply
Implications of evaluative criteria for
marketing strategy
5-3
Evaluation of alternatives
Evaluation criteria
Price
Brand name
Country of origin
Determinants of criteria
Measurement of evaluation criteria
Identify important criteria
Perception of each product for these
Alternative performance of each product
5-4
5-5
5-6
5-7
5-8
5-9
5-10
5-11
Attitude-Based Choice
5-12
5-14
Evaluative Criteria
5-15
Evaluative Criteria
Nature of Evaluative Criteria
Evaluative criteria are typically product features or
attributes associated with either benefits desired by
customers or the costs they must incur.
Evaluative criteria can differ in
type
number
importance
5-16
5-17
5-18
5-19
The measurement of
evaluative criteria
To enable the marketing manager to develop
5-20
Asking consumers
Focus groups
Observation
Indirect methods
Projective techniques
Perceptual mapping
5-21
Evaluative Criteria
Determination of Which Evaluative Criteria Are Used
1. Direct methods include asking consumers what criteria
they use in a particular purchase.
2. Indirect techniques assume consumers will not or cannot
state their evaluative criteria.
5-22
5-23
5-25
Evaluative Criteria
Determination of the Relative Importance of
Evaluative Criteria
The importance assigned to evaluative criteria can be
measured either by direct or by indirect methods.
The constant sum scale is the most common direct
method.
5-26
Price
20
Size
15
Warranty
15
10
Ease of use
35
Total
100
5-27
5-28
Evaluative Criteria
Determination of the Relative Importance of
Evaluative Criteria
Conjoint analysis is the most popular indirect method.
Conjoint presents consumes with a set of product
descriptions which they evaluate.
Statistical analysis is used to derive attribute importance
from these overall evaluations.
5-29
5-30
5-31
5-33
2.
Sensory discrimination
3.
Just-noticeable difference
5-34
Perception
Important BB topic
1-35
5-36
advertising intensity
warranties
brand
country of origin
5-37
E.g. jeans
5-38
5-39
5-40
5-41
5-42
5-43
5-44
5-45
5-46
Price
Weight
Processor
Battery life
After-sale support
Display quality
Minimum
3
4
3
1
2
3
5-49
Price
Weight
Processor
Not critical
Battery life
Not critical
After-sale support
Not critical
Display quality
Minimum
5
5
5
5-51
Rank
Cutoff
Price
Weight
Display quality
Processor
After-sale
support
Battery life
Minimum
3
4
3
3
3
4
5-53
5-55
Price
30
Weight
25
Processor
10
Battery life
05
After-sale support
10
Display quality
20
Total
100
5-56
5-57
instead of notebooks
Go through pages 138-141
Understand the decision rules
The rankings of the brands (depending on the
decision rule) are as follows:
1-58
Brand choice
Conjunctive
Samsung, Nokia
Disjunctive
Elimination-by-aspects
Motorola
Lexicographic
Sony Erickson
Compensatory
Motorola
5-59
2. Disjunctive
3. Elimination-by-aspects
4. Lexicographic
5. Compensatory
Select brand that has the highest score over all the relevant
evaluative criteria
5-60
5-61