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hello class can i explain any marketing concepts professor ziegfried how do consumers choose between alternative brands well me me the marketer needs to know about alternative evaluations that is how the consumer processes information to arrive at brand choices unfortunately consumers dont use a simple and single evaluation process in all buying situations can you give an example of how a consumer would evaluate a buying situation a good example would be narrowing you car purchased to three brands and suppose that you are primarily interested in four attributes styling operating economy warranty and price by this time you have probably formed beliefs about how each brand rates on each attribute clearly if you think one car rates best on all attributes the choice would be easy and you would make your brand choice easily however if the brands vary in performance on the different brand attributes you might base your decision on the car with the best styling above everything else but most
