MKTG1050 Lecture Notes - Lecture 4: Perceptual Mapping, Listerine, Likert Scale
Document Summary
Evaluative criteria are the features or the desired characteristics required to meet (cid:272)o(cid:374)su(cid:373)ers(cid:859) (cid:374)eeds. Power source: the amount, combination, weighting depends on several factors (involvement, personality etc. , usually more involved = more criteria, milk is an example of a product with less involved criteria: fat content. Strategic implications: evaluation criteria represent opportunities for. Understanding and being better at what customers really value or care about. Understand criteria importance and relative performance compared to competitors. Assume that three individual buyers have different requirements and that we rank their choice to indicate the attributes that are very important to each of them, e. g. price is very important for buyer a. If we assume that these 3 buyers represent groups of buyers, then this would represent the market segmentation for this product. A consumer may choose a particular brand and then compare stores on the price for that product.
