You will see three models of alternative evaluation in the mini-lecture Evaluati

Question

You will see three models of alternative evaluation in the mini-lecture Evaluation of Alternatives. This exercise prompts you to collect data and predict a given consumer’s decision based on those three models. Record your answers to each of the following questions, complete with the necessary computations for the models. (50 pts)

Choose a subject (friend, family member, etc.) who is at least 16 years old.

Ask your subject to choose the one product from the following list that he/she knows most about, has recently purchased, or is seriously considering purchasing: cell phones * hair dryers * toothpaste * pizza * Blu-ray players * jeans * watches

Ask him/her to name three brands in the chosen category that he/she would seriously consider.

Ask him/her which is the likely favorite

Ask for three salient product attributes he/she might use to compare the brands (for example, a French fry expert might choose crispness, saltiness, and oiliness).

Ask him/her to assign a number to each of the attributes, such that the ratings sum to 100 (for example, the French fry expert might think oiliness is twice as important as saltiness or crispness, and thus give a 50 to oiliness and 25’s to both crispiness and saltiness)

Ask him/her to rate each of the brands mentioned in part (3) above on each of the attributes, on a 1 to 5 scale, with 1=low on that attribute to 5=high on that attribute (for example, he/she might rate McDonald’s fries a 4 on oiliness, a 3 on saltiness and a 1 on crispness, Burger King fries a 3, 4, and 3, respectively, and so on).

Gather the above information and apply the three models in class, coming to a predicted favorite brand for each of the models. Compare the answers to the expected favorite given in part (4). Did some models work better than others? Why would there be a difference? Consider the worst performing brand, and look at the data that make up the models. How could you utilize promotion to better that brand’s outcome?

******The subject i choose is the cell phone*****

Explanation / Answer

Q1.
Friend
Q2.
Cell phone
Q3.
a)Acer, b) Alcatel, c) Benq
Q4.
Acer
Q5.
Acer: a) Triple sim insertion facility at a time
b) Low weight and auto solar charger facility  
c) Windows and Android compatible handset in one.
Q6.
88- for color
99- for camera
100-for sound
Q7.
a)Acer=5, b) Alcatel=3, c) Benq=2

Q8.
Yes, the model Iconia Talk S of Acer works better than others.
Q9.
The difference is all about the style and inbuilt features which separates Acer from all other brands. One of its important facilities is its effective battery backup for prolonged hours.

Q10.
The worst performing brand is Benq as the review rating is also low as compared to others; its features are not up to the standard. The inbuilt features are quite less in Benq and battery backup is also not optimum.

Q11.

To mitigate the best outcome it is necessary to make the quality of the brand proper also it needs to do a focus on the marketing point of view of the customers who are not giving the good reviews. Marketing research has to be made for knowing the demands of the customers so that the proper utilization of features can be made in the brand and people can take the advantage of using the brand so to fulfilling their all needs.  

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