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Choosing Between Alternative Brands

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What would be the evaluative criteria that target markets would use when choosing between alternative brands?

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Solution Summary

This solution outlines the evaluative criteria that target markets use when choosing between alternative brands.

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Let's look at some of those criteria and what they mean.

1. Price: Price is always one of the first differentiating characteristics of different brands. If a target market assumes a product to be too expensive, they may end up choosing a different brand.

2. Discounts and Special offers: Many studies show that consumers will purchase a product because it has dropped in price, even if the product is not the same ...

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