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Muniram Prasad Sharma 14/09

Evaluative Criteria means certain areas of judgmental concern which helps the consumer to determine his tastes and preferences prior to making his purchase. This can be in the nature of features , attributes of any products which the consumer wants to have in those products which he ought to purchase.

Evaluative Criteria has diversified nature in terms of: 1. Type 2. Number 3. Importance

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Determining the various criteria used by consumers Determining Consumers¶ judgments on specific criteria Determining the Relative importance of Evaluative Criteria

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Accuracy of Individual Judgments (sensory discrimination, just noticeable difference) 

Use of surrogate indicators

Decision Rule help the consumers in comparing two or more brands based on their products attributes and also to choose from various judged alternatives that suits their criteria.

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Conjunctive Decision Rule Disjunctive Decision Rule Elimination-by-Aspects Rule Lexicographic Decision Rule Compensatory Decision Rule

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The Consumers¶ knowledge about products and different brands may not be sufficient enough as well as accurate to help them make purchases. In such situations, they apply the Evaluative Criteria and Decision Rules techniques to support and strengthened their decisions prior to their purchases.

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