Decision making rules

2006-03-19
DECISION MAKING RULES
GROUP PROJECT
Darbo vadovas
Mindaugas Lapinskas
VILNIUS, 2006
CONTENT
1. INTRODUCTION...........................................................................................................................3
2. HYPOTHESES............................................................................................................................3-4
3. PROCEDURE…………………………………………………………………………………….4
4. RESULTS....................................................................................................................................4-7
5. CONCLUSION............................................................................................................................7-9
1. INTRODUCTION
The purpose of this experiment was to find out whether or not different people use different criteria when choosing a certain product. As a product we chose notebooks because as they are quite expensive a purchase normally requires high involvement. Moreover, most people need a computer and more and more of them are using notebooks instead of personal computers. Especially students tend to use notebooks for their studies but also businessmen often need to take their files with them to different meetings and therefore opt for a notebook.
We chose eight different types of notebooks, two of which are neither a strong brand nor very well known – Gericom, which is an Austrian private label and BMS, which is popular in Lithuania. We used nine attributes to describe the notebooks which you can see in the matrix below:
Attributes/Brand
Hewlett Packard Pavilion zd7258EA
Dell Inspirion 6000
Sony Vaio VGN-FE11M
Siemens Amilo M3438
Apple iBook G4
Gericom Phantom Duo
BMS Express P008
Acer Aspire 3002LC
Price [€]








Price [lt]








RAM








Weight








Size of Screen








Processing Power








Design








Graphics








Hard drive size








Wireless








Above all, we wanted to find out how people choose a notebook and which information they need to get before they buy. Moreover, we wanted to investigate whether different groups of people use different decision rules, especially if there is a difference between male and female subjects, but also between different types of users and different levels of involvement.
2. HYPOTHESES
When formulating our Hypotheses we concentrated on three individual variables, namely gender, involvement and purpose.
Segmentation according to gender:
1. Women tend to use less technical information but concentrate more on Design and Price. Thus we predict that more than 70% of all subjects who requested the information “Design” (at any stage of the decision process) will be women.
2. We also predict that “Price” will be the first information more than...

Daugiau informacijos...

★ Klientai rekomenduoja

Šį rašto darbą rekomenduoja mūsų klientai. Ką tai reiškia?

Mūsų svetainėje pateikiama dešimtys tūkstančių skirtingų rašto darbų, kuriuos įkėlė daugybė moksleivių ir studentų su skirtingais gabumais. Būtent šis rašto darbas yra patikrintas specialistų ir rekomenduojamas kitų klientų, kurie po atsisiuntimo įvertino šį mokslo darbą teigiamai. Todėl galite būti tikri, kad šis pasirinkimas geriausias!