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The Buyer Decision Process Step 3.  Evaluation of Alternatives

Product Attributes

Evaluation of Quality, Price, & Features

Degree of Importance

Which attributes matter most to me?

Brand Beliefs

What do I believe about each available brand?

Total Product Satisfaction

Based on what I’m looking for, how satisfied

would I be with each product?

Evaluation Procedures

Choosing a product (and brand) based on one

or more attributes.

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