
236 ◾ Appendix 2
ings in terms of percentages. Each attribute of the total list will add up to
100%. This is summarized in Figure A2.6.
Thus, in the example in Figure A2.6, we can verify that attribute 2 is the
most important to the customer in terms of price, whereas attribute 1 is the
least important.
Next, we can have the target customer evaluate the perceived levels
of the various price attributes on a comparative basis using a predefined
numeric scale. The scale is defined on a range from 0 to 10, where a lower
Enter Level of Fulfillment
in the Range of 0–10
Attribute
No. Weights
Our
Company Competitor
Ratio
Our/Theirs
Weight ×
Ratio
Attribute 1 ...