Chapter 2: Mini-Case Insight into Consumer Decision Making for TVs Imagine you were a consumer thinking about buying a 3-D TV. 1. First, quickly at a glance, what TV do you think you would buy? 2. On what criteria do you think you based that decision? Try these decision-making processes, see what brand results for each, and see how confident you feel about the resulting brand suggested from each approach. 3. What attribute do you find least informative? Eliminate that row. Continue to do so until a clear brand winner emerges. 4. Is there a brand of TV that seems to be riskiest to buy? Eliminate that brand. Continue until an obvious choice results. 5. If you made a price-based decision, would you be happy? 6. How would your final brand choice define you? Which of these criteria wouldn’t have concerned you? How similar was this thought process to your natural analysis? How can you find out if your consumers think along these lines?