Consideration Stage: Brand Alternatives Project
Project Description:In the Consideration
stage, customers first select a single cluster of brands using a single rule (called
Binary Decision Making) based on a yes or no value, such as “I want caffeine in my drink” or “I don’t
want caffeine.”
For this project, you will pick a product or service to be purchased, identify at least 4 potential
competing brands, create a non-compensatory rule to use in selection, and apply the non-compensatory
rule to reduce alternatives..
WORKSHEETS:
A.
PRODUCT IDENTIFICATION
B.
IDENTIFY ALTERNATIVE CHOICES AND FEATURES
C.
NON-COMPENSATORY RULE
D.
REDUCING ALTERNATIVES: APPLICATION OF NON-COMPENSATOR
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