using the consumer buying matrix p 256 analyze a consumer pu

using the consumer buying matrix p 256, analyze a consumer purchase you plan to make sometime in the future. What factors affected the selection of the attributes and weights you chose for this purchase analysis?

Solution

Funny this should come up right now. My old Bose in ear headphones finally died a couple of weeks agoand my brother promised to replace it for my birthday. The check finally arrived…only 3 months after thebig day, with the condition that I use the money to get myself “something good” and NOT to pay bills! Iam a huge music buff and have gotten headphones in the past by redeeming my Visa Rewards andsettling for the sub-standard quality that “free” brings. This time I am very excited to use a consumer-buying matrix to work out the best possible result, and I shall be making this purchase in-store at J&RMusic World.

Now I consider myself an expert in headphones so this is serious, ok?

The product attributes weights I consider are:
Comfort.9

Sound Quality.8

Ear Tenacity.7

Price.1

Reviews.6

MY BUYING MATRIXItem: Headphones

Note: Price does not matter. Rating of 1 indicates most expensive 10, least expensive

Style/Price: BOSE BUDS - $100

Attribute: COMFORT

Weight:.9

Rating: (1-10) 7

Weighted Score:.9x7 = 6.3

Attribute: SOUND QUALITY

Weight:.8

Rating: (1-10) 8

Weighted Score:.8x8 =6.4

Attribute: EAR TENACITY

Weight:.7Rating: (1-10) 2

Weighted Score:.7x2 =1.4

Attribute: PRICE

Weight:.1

Rating: (1-10) 3

Weighted Score:.1x3 = .3

Attribute: REVIEWS

Weight:.6Rating: (1-10) 6

Weighted Score:.6x6 = 3.6

Style/Price: SENNHEISER OVER-THE-EAR $89.95

Attribute: COMFORT

Weight:.9Rating: (1-10) 5

Weighted Score:.9x5 = 4.5

Attribute: SOUND QUALITY

Weight:.8

Rating: (1-10) 5

Weighted Score:.8x5 =4.0

Attribute: EAR TENACITY

Weight:.7Rating: (1-10) 9

Weighted Score:.7x9 =6.3

Attribute: PRICE

Weight:.1

Rating: (1-10) 6

Weighted Score:.1x6 = .6

Attribute: REVIEWS

Weight:.6

Rating: (1-10) 5

Weighted Score:.6x5 = 3.0

Style/Price: AUDIO-TECHNICA CLIPS - $129

Attribute: COMFORT

Weight:.9Rating: (1-10) 5

Weighted Score:.9x5= 4.5

Attribute: SOUND QUALITY

Weight:.8

Rating: (1-10) 8

Weighted Score:.8x8 =6.4

Attribute: EAR TENACITY

Weight:.7

Rating: (1-10) 9

Weighted Score:.7x9 =6.3

Attribute: PRICE

Weight:.1

Rating: (1-10) 1

Weighted Score:.1x2 = .2

Attribute: REVIEWS

Weight:.6 Rating: (1-10) 6

Weighted Score:.6x6 = 3.6

TOTALS:

WEIGHTS = 3.1

BOSE BUDS (.9x7) + (.9x7) + (.7x2) (.1x3) (.6x6) = 6.3 + 6.3 + 1.4 + 0.3 + 3.6 = 17.9

SENNHEISER OVER-THE-EAR (.9x5) + (.8x5) + (.7x9) + (.1x6) + (.6x5) = 4.5 + 4.0 + 6.3 + 0.6 + 3.0 =18.4

AUDIO-TECHNICA CLIPS (.9x5) + (.8x8) + (.7x9) + (.1x2) + (.6x6) = 4.5 + 6.4 + 6.3 + 0 .2 + 3.6 = 21

Well… looks like I might be in the market for some Audio-Technica Clips this spring!