台大消费者行为prepurchaseevaluation

1、Copyright 2001 Houghton Mifflin Company. All rights reserved.Copyright 2001 Houghton Mifflin Company. All rights reserved.l l l Copyright 2001 Houghton Mifflin Company. All rights reserved. () () Copyright 2001 Houghton Mifflin Company. All rights reserved.Copyright 2001 Houghton Mifflin Company. Al

2、l rights reserved.l ( )AbIAibiIIbiibiini()xA ttitu d e to w a rd b ra n d B e lie f s tre n g th a s s o c ia te d w ith a ttrib u te Im p o rta n c e o f a ttrib u te 1Copyright 2001 Houghton Mifflin Company. All rights reserved.Evaluative criteriaEpsonCanonCompaqSamsungIBMToshibaImportancePrice533

3、42130Weight34543425Processor55525510Battery life13141505After-sale support33435310Display quality33353320* evaluations: 1 = very poor; 5 = very good, . , , , 30 * 4 = 12030 * 5 = 15025 * 4 = 10025 * 3 = 75 10 * 2 = 2010 * 5 = 5005 * 4 = 2005 * 1 = 0510 * 3 = 3010 * 3 = 3020 * 5 = 10020 * 3 = 60 390

4、370 Copyright 2001 Houghton Mifflin Company. All rights reserved.l l , a l ; .:l l 5 3 2l 3 4 -1l 5 5 0l 1 3 -2l 3 3 0l 3 3 0l l -1 ( l )Copyright 2001 Houghton Mifflin Company. All rights reserved.l ( )l ( )l ( )l ( )l ( ) l , , Copyright 2001 Houghton Mifflin Company. All rights reserved.l l l , ;

5、 , lI (s) .l ()l ; lI a 3 , .Copyright 2001 Houghton Mifflin Company. All rights reserved.l l , ALL ALTERNATIVESNON-COMPENSATORYEVALUATIONCOMPENSATORYEVALUATIONSURVIVINGALTERNATIVESCopyright 2001 Houghton Mifflin Company. All rights reserved.l , .,l l l Copyright 2001 Houghton Mifflin Company. All r

6、ights reserved.l: A a . a , .Copyright 2001 Houghton Mifflin Company. All rights reserved.l: l: Copyright 2001 Houghton Mifflin Company. All rights reserved. - . . . . a ! . ( , ). .Copyright 2001 Houghton Mifflin Company. All rights reserved.l: ; l: Copyright 2001 Houghton Mifflin Company. All righ

7、ts reserved.l l ? Copyright 2001 Houghton Mifflin Company. All rights reserved.l l, l l l Copyright 2001 Houghton Mifflin Company. All rights reserved.l l :l l Copyright 2001 Houghton Mifflin Company. All rights reserved.l l l l l Copyright 2001 Houghton Mifflin Company. All rights reserved. : 1: A: a $1.89 a (a 49 ) B: a 25 a Copyright 2001 Houghton Mifflin Company. All rights reserved.lCondition 2:lcoupon A: buy a jar of spaghetti sauce and get a can of soup and get 49 cent off the totallcoupon B: receive a 25 cents off a large jar