dolution

Macrohard (a cellphone manufacturer) has commissioned some more market research to understand how consumers make their buying decisions, with specific focus on how consumers evaluate alternatives. Create an expectancy-value model that depicts three cellphone brands (including Macrohard), their average ratings across consumers on three attributes that are relevant to consumers’ buying decisions for cellphones, the average importance weights for the three attributes across consumers, and the overall evaluation for each brand. Clearly list and justify all assumptions. Does this decision appear to follow a compensatory or non-compensatory model? Based on your conclusion about a compensatory or non-compensatory model, which brand is the average consumer likely to choose and why?