Topics
consumer behavior, buyer decision process, decision rules, evaluation phase, non-compensatory decisions
Review the activity below or download the PDF student worksheet
- Student Worksheet: Evaluation Phase of Decision Process
- Instructor Solutions (Members Only): Evaluation Phase of Decision Process = Solutions
Student Discussion Activity
In this task we explore the third phase of the consumer decision process, which is the evaluation of alternatives. From the various smart TV options listed below, which one would you choose based on the six product attributes provided?
On what basis did you make your choice?
Our Choice of Smart TVs
|
Screen Size |
Warranty |
||
| Brand A |
100 cm |
Brand A |
3 years |
| Brand B |
150 cm |
Brand B |
2 years |
| Brand C |
100 cm |
Brand C |
1 years |
| Brand D |
150 cm |
Brand D |
3 years |
| Brand E |
80 cm |
Brand E |
1 years |
|
Stereo Quality |
Brand Reputation |
||
| Brand A |
OK |
Brand A |
Great |
| Brand B |
Good |
Brand B |
Good |
| Brand C |
Great |
Brand C |
Great |
| Brand D |
OK |
Brand D |
Good |
| Brand E |
Good |
Brand E |
OK |
|
Price |
Picture Quality |
||
| Brand A |
$3,000 |
Brand A |
Good |
| Brand B |
$4,000 |
Brand B |
Good |
| Brand C |
$2,500 |
Brand C |
Great |
| Brand D |
$4,000 |
Brand D |
Good |
| Brand E |
$1,000 |
Brand E |
OK |
Student Discussion Questions
- Which TV did you choose? Why did you consider this TV to be the best choice?
- Which decision rule did your approach/selection most resemble?
- How helpful is it for marketers and retailers to understand the different types of decision rules/processes that consumers may use? In what ways could they utilize this information?
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