Attributes and Weights
Attributes Weight (e) Samsung Redmi Apple
Price 35 6 9 7
Camera 22 10 6 10
Quality
Battery Life 20 9 8 7
Performance 10 9 5 9
Storage
8 9 8 9
Capacity
Operating
10 10 6 10
System
Total 100 872 781 867
[Link] Rule
The Compensatory Rule involves calculating the weighted scores for each brand. The
smartphone with the highest total score will be chosen.
Result: According to the Compensatory Rule, Samsung has the highest score (872)
and is the preferred choice.
[Link] Rule
In the Conjunctive Rule, we set a minimum cutoff score for each attribute (e.g., 7), and
a brand is considered only if it meets or exceeds this threshold for all attributes.
Samsung: All attributes meet or exceed the cutoff (min: 6 for Price).
Redmi: Attributes such as Performance (5) and Operating System (6) do not
meet the cutoff.
Apple: All attributes meet or exceed the cutoff.
Result: Both Samsung and Apple remain in the choice set based on the Conjunctive
Rule, while Redmi is excluded.
[Link] Rule
In the Disjunctive Rule, we set a higher cutoff (e.g., 9) for at least one attribute. Brands
that meet or exceed this threshold for any attribute remain in the choice set.
Samsung: Exceeds the threshold in Camera Quality (10), Battery Life (9),
Performance (9), and Operating System (10).
Redmi: Exceeds the threshold only in Price (9).
Apple: Exceeds the threshold in Camera Quality (10), Performance (9), and
Operating System (10).
Result: Samsung and Apple remain in the choice set. Redmi is also included based on
its high score in Price.
[Link] Rule
In this rule, the attribute with the highest weight (Price) is prioritized, and the brand with
the highest score in that attribute is selected.
Price: Redmi has the highest score (9), followed by Apple (7) and Samsung (6).
Result: According to the Lexicographic Rule, Redmi is selected as the best option
based on the Price attribute.
Evaluation of Alternatives
Attributes that e (-3 to b (1-10) b (1-10) b (1-10)
a consumer +3) Belief that Belief that Belief that
look for while Evaluatio Apple Samsung Redmi
purchasing a n of possesses possesses possesses
smartphone attributes this this this
attribute attribute attribute
Price 50 7 8 9
Camera 10 10 9 7
Battery Life 12 8 9 7
Performance 07 8 8 6
Storage Capacity 13 9 7 5
Operating System 08 9 10 5
Total Σbe 791 825 751
Compensatory Rule: In accordance with the Compensatory Rule, Samsung, having achieved
the highest total score, surpasses the required criteria and is retained in the choice set,
progressing from the consideration stage to the final decision.
Non-Compensatory Rule:
Conjunctive Rule: According to this rule, with a cutoff score of 7 for all attributes,
Samsung exceeds the threshold across every attribute. As a result, it remains in the
choice set and is ultimately selected as the final decision.
Disjunctive Rule: According to this rule, we first set a cutoff score of 10, and both Apple
and Samsung exceed this threshold in at least one attribute. As a result, they are both
included in the choice set, and a final decision will be made after further evaluation
between the two.
Lexicographic Rule: According to this rule, the attribute with the highest weight, which in
this case is price, is prioritized. Since Redmi has the highest score in this attribute, it is
included in the choice set and selected as the final decision.
Conclusion According to the Compensatory, Disjunctive, and Conjunctive rules, Samsung remains
in the choice set, while Apple is also included based on the Disjunctive rule. Additionally,
Redmi is part of the choice set according to the Lexicographic rule. Since Samsung appears
most frequently across these evaluations, it will be selected as the final choice.
Evaluation of Alternatives
Attributes e (-3 to +3) b (1-10) b (1-10) b (1-10)
that a
consumer Evaluation of Belief that Belief that Belief
look for attributes Apple Samsung that
while possesses possesses this Redmi
purchasin this attribute attribute possesses
ga this
smartpho attribute
ne
Storage 10 7 8 9
Capacity
Battery Life 15 8 7 8
Price 20 6 7 9
Camera 25 9 8 7
Quality
Look s Feel 15 8 7 6
Performance 15 8 8 7
TOTAL 100 (∑be) 775 750 760
I. Compensatory Rule: According to the compensatory score Apple is ranking
the highest as it has got the highest score, surpassing the required criteria
and is retained in the choice set, progressing from the consideration stage to
the final decision.
II. Non-compensatory Rule:
1. Conjunctive Score: In the conjunctive score, we have taken a
threshold of 755 for all the brands and if all the attributes cross the
threshold, then they are eligible for decision making. Here, we take 5
as a threshold level. So, only Apple and Redmi cross the threshold
level.
2. Disjunctive Score: : According to this rule, we first set a cutoff score of
10, and both Apple and Redmi exceed this threshold in at least one
attribute. As a result, they are both included in the choice set, and a
final decision will be made after further evaluation between the two.
3. Lexicographic Score: According to the lexicographic score Apple
is ranked the highest as it scores the highest in performance
attribute.
Conclusion: According to the Compensatory, Disjunctive, and Conjunctive rules,
Apple remains in the choice set, while Redmi is also included based on the
Disjunctive rule. Additionally, Samsung is part of the choice set according to the
Lexicographic rule. Since Apple appears most frequently across these evaluations,
it will be selected as the final choice.
Evaluation of Alternatives
Attributes that e (-3 to +3) b (1-10) b (1-10) b (1-10)
a consumer look
Evaluation of Belief that Belief that Belief that
for while
attributes Apple Samsung Redmi
purchasing a
possesses possesses possesses
smartphone
this this this
attribute attribute attribute
Price 40 6 7 9
Camera Quality 20 10 10 6
Battery Life 15 7 9 8
Performance 10 9 8 5
Storage Capacity 8 9 9 8
Operating 7 10 8 5
system
TOTAL ∑be 777 823 74G
Compensatory Rule: In accordance with the Compensatory Rule, Samsung,
having achieved the highest total score, surpasses the required criteria and is
retained in the choice set, progressing from the consideration stage to the final
decision.
Non-Compensatory Rule:
Conjunctive Rule: According to this rule, with a cutoff score of 7 for all attributes,
Samsung exceeds the threshold across every attribute. As a result, it remains in the
choice set and is ultimately selected as the final decision.
Disjunctive Rule: According to this rule, we first set a cutoff score of 10, and
both Apple and Samsung exceed this threshold in at least one attribute. As a
result, they are both included in the choice set, and a final decision will be made
after further evaluation between the two.
Lexicographic Rule: According to this rule, the attribute with the highest weight,
which in this case is price, is prioritized. Since Redmi has the highest score in this
attribute, it is included in the choice set and selected as the final decision.
Conclusion
According to the Compensatory, Disjunctive, and Conjunctive rules, Samsung
remains in the choice set, while Apple is also included based on the Disjunctive rule.
Additionally, Redmi is part of the choice set according to the Lexicographic rule.
Since Samsung appears most frequently across these evaluations, it will be selected
as the final choice.
EVALUATION OF ALTERNATIVES
ATTRIBUTES WEIGHTS(e) SAMSUNG(a) REDMI(b) APPLE iPHONE(C)
Performanc 4.5 7 8 6
e
Battery Life 3 6 9 8
Price 1.75 7 9 3
Camer
a 0.5 8 7 8
Qualit
y
Look & Feel .25 8 5 8
TOTAL 10 64.75 83.5 62.25
A. Compensatory Rule: According to the compensatory score Redmi is
ranking the highest as it has got the highest score.
B. Non-compensatory Rule:
1. Conjunctive Score: In the conjunctive score, we take a threshold for all
the brands and if all the attributes cross the threshold, then they are
eligible for decision
making. Here, we take 5 as a threshold level. So, only Redmi and
Samsung cross the threshold level.
2. Disjunctive Score: In the disjunctive score, we take a threshold for all
the brands and if any one of the attributes crosses the threshold,
then they are eligible for decision making. Here, we take 9 as a
threshold level. So, only Redmi crosses the threshold level.
3. Lexicographic Score: According to the lexicographic score Redmi is
ranking the highest as it scores the highest in performance
attribute.