SRI NOVA ADHI DHEA

29118073

DECISION RULES: CHOOSING A DIGITAL CAMERA

PART 1

Mark G :

Elimination-By-Aspect Rule, because for Mark start with price which is the most important
attribute for him, then he continuing with the High Quality (the next important attribute), and
last but not least he considering the Weight of the Camera (the next important attribute after
the High Quality).

Kathryn W:

Disjunctive Rule, because Kathryn looking for a Digital camera that had a realy great rating
on any one of the five feature, which means Kathryn has been sets a cutoff and the one that
meet the very high cutoff point on any attribute are fits for Kathryn

Patricia L:

Lexicographic Rule, because Patricia looks at the most important attribute, then when two
digital cameras equally great, she looked at the next important feature and that broke the tie.

Kelsey K:

Compensatory Rules, because she takes an overall view of each Digital Camera, then she
assignes a “weight” for each feature of each brand. From that scoring, she chose the best Digtal
Camera after she balanced the good with the bad.

Laura M:

Elimination-By-Aspect Rule, because Laura start with the most important feature then she
went to the next most important feature, and so on until only one digital camera was left.
Ron J:

Conjuctive Rule, because Ron looking for a Digital camera that had no really bad features
(meet the minimum cutoff point)

Bruce F:

Compensatory Rules, because he looked at all aspect at once, then he assignes a “weight” for
each feature of each brand. From that scoring, hhe chose the best Digtal Camera after he
balanced the good with the bad and got the best overall.

Meghan E:

Disjunctive Rule, because Meghan looking for a Digital camera that excelled in at least one
feature, which means Megan has been sets a cutoff and the one that meet the very high cutoff
point on any attribute could be chosen by Meghan.

Mike J:

Lexicographic Rule, because Mike looks at the most important attribute and chooses the
brand that performs best on that attribute.

Doris A:

Conjuctive Rules, because Doris has been sets minimum cutoff and meet in all features. That’s
why she said that she ended up buying the Digital Camera that met her minimun standard for
all features.
PART 2

1. Doris – Brand D
• Doris said that she ended buying the digital camera that met her minum standards
on all features.
• Conjuctive Rule, the consumer sets minimum cutoff scores for each evaluative
attributes (meet all of the different attribute cutoff)
• To surpass cutoff points for Conjunctive modl, brand score must be 4 or better on
all attributes.
• Scores of brand D (7,8,5,4,4) this scores showus that all features are surpass cutoff
points for Conjuctive Model, so Doris likely purchased Brand D.

2. Kathryn W – Brand C
• Kathryn said that she was looking for a digital camera that had a really great rating
on any one of the five features that were important to her.
• Disjunctive Rule, the consumer sets a cutoff score for each attributes, the cutoffs
are usually very demanding and are typically set high. Brands that meet the very
high cutoff point on any attribute are kept in consideration.
• To surpass cutoff points for Disjunctive model, brand score must be 10 in any
attribute.
• Compared the scores of all brands, the one that has a score of 10 in each attribute
is brand C, the score 10 is for the attribute "Price".
• Based on that information, we can conclude that Kathryn likely purchased Brand
C, because it has great rating in one of five features.

3. Patricia – Brand D
• Patricia said that she looked at the feature that was most important for her. When
two digital cameras proved to be equally great on that feature, she looked at the
next most important feature and that broke the tie.
• Lexicographic Rule, the consumer looks at the most important attribute and
chooses the brand that performs best on that feature. If two or more brands tie for
 the highest performance on that attribute, these typing brands are then evaluated
with regard to the next most important attributem and the higher performance is
chosen, and so on down the ranking of attributes, until one brand is left.
• The important attributes based on the table is Print Quality. Which is Patricia
would be chose for Brand A and Brand D (its tied), and the other get rid.
• When we compared for “Price” attributes, she brokes the ties because in Brand A
the score is 5 and Brand D is 8.
• From the data above we can conclude that Patricia likely purchased Brand D
because the rest of scores is better than Brand A.

4. Laura M – Brand D
• Laura said that she ranked the features that were most important to her, she starts
with the most important feature, got rid the others. Then she went to the next
important feature and so on until only one digital camera was left.
• Elimination-By-Aspect Rule, the consumers ranks evaluative attributes by
importamce, Starts with the most important attribute, and eliminate all those that
doesn’t meet the minimum cut off point. This continues until one brand remains.
• To surpass cutoff points for Elimination-By-Aspect model, brand score must be 5
or better on all attributes.
• The important attributes based on the table is Print Quality. Which is Laura would
be chose for Brand A and Brand D (its tied), and the other get rid.
• The scores of Brand A (7,5,1,1,8) and the scores of Brand D (7,8,5,4,4)
• From the data above we can conclude that Laura likely purchased Brand B because
when she compared for other attributes, Brand D was better that Brand A.
5. Bruce F – Brand B
• Bruce said that he looked at all aspects at once. If one brand might have had really
bad scores on some attributes, but very good scores on other attributes could offset
those. He wants the digital camera that was the best overall.
• Compensatory Rules, the consumer takes an overall view of each brand. The
consumer assigns a weight to each of the evaluative attributes. Then the consumer
multiplies the attribute importance weight by rating on the attribute. When all of
these weighted scores are added together, the consumer has an overall score for
that brand. The brand with the highest overall score is chosen.
• Calculation – Formula : (Rating x score) + (Rating x score) and so on.
Brand A : (35 x 7) + (25 x 5) + (10 x 1) + (10 x 1) + (20 x 8) = 550
Brand B : (35 x 3) + (25 x 9) + (10 x 9) + (10 x 9) + (20 x 7) = 720
Brand C : (35 x 2) + (25 x 10) + (10 x 6) + (10 x 6) + (20 x 4) = 520
Brand D : (35 x 7) + (25 x 8) + (10 x 5) + (10 x 4) + (20 x 4) = 615
• From the calculation above, we can conclude that Bruce likely purchased Brand
B, because it has the highest overall score.