Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 18

Consider a purchase decision involving one of the following types of products. Develop an evoked set of three alternatives for your purchase decision. Then create a list of evaluative criteria that you would use to choose among the alternatives. Research your alternatives in more detail-online, at a store, at a friend's apartment, and the like. Finally, make your purchase decision. Describe to the class how you made your decision- and why.