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During the purchasing decision, evaluation stage, the consumer forms preferences among the brands in the choice set.

During the purchasing decision, evaluation stage, the consumer
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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