Respuesta :
'When the lexicographic rule of decision-making is used, the brand that is the best on the most essential attribute is the one selected.
According to the rule of lexicography, a decision alternative is better than another alternative only if it is better than any other alternative in the part of most important attribute occurs wherever there is two difference of alternatives.
Lexicographic strategy is used where brands are compared initially on the one which is the most important type of attribute, and then the winner is chosen. If more than one evaluation is done similarly on that particular attribute, the second most important feature is considered and continued until a winner is identified.
The particular model is used in the study of consumer decision processes so as to evaluate alternatives which depict the idea that if any two products are equal on a most important attribute, the consumer then starts to move to the next most important and so as to the next most important and so on, etc. Therefore the purchase decision is made whenever one of the brands possesses a more number of attributes which is looked at in order of importance than the rival itself.
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