Consideration Stage: Brand Alternatives Project

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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