Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine
A. which evaluative criteria are used by the consumer.
B. how the consumer perceives the various alternatives on each criterion.
C. the relative importance of each criterion.
D. which evaluative criteria are used by the consumer and how the consumer perceives the various alternatives on each criterion.
E. which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.
E. which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.
Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine (1) which evaluative criteria are used by the consumer, (2) how the consumer perceives the various alternatives on each criterion, and (3) the relative importance of each criterion. It is often difficult to determine which criteria consumers are using in a particular brand-choice decision, particularly if emotions or feelings are involved.
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