solution

The below is based on the brand beliefs of digital camera brands.This consumer has a cutoff of 5 for all models. Please note that higher number on importance weights suggest greater importance of that attribute.

Camera Brand	Price	Picture Quality	Camera Design	Ease of Use
Brand A	6	6	1	9
Brand B	2	5	9	5
Brand C	4	6	10	4
Brand D	6	7	4	5
Brand E	6	6	9	7
Importance weights	4	3	2	1

1) Which brand will consumer choose if s/he was using disjunctive model of decision making?

2) Which brand will consumer choose if s/he was using lexicographic model of decision making?

a. 1) Brand B, 2) Brand A

b. 1) Brand D, 2) Brand E

c. 1) Brand C, 2) Brand D

d. 1) Brand E, 2) Brand A

e. 1) Brand E, 2) Brand D