forms preferences among the brands in the choice set. There are
two models that help the consumer to reach to the right decision
compensatory and non-compensatory. Define them and show
how does the later help the consumer in recommending a car
among three brands. Assume that the total features that are
steering the consumer's selection are: the number of seats, the
availability of spare parts, the engine performance, and the
preferences of people toward the car.
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