The project is about the decision making process of the consumers based on different profile that how different consumers take decisions by prioritizing different factors related to a product or a service. To do the honors the product which was selected is refrigerator. In order to get the information that how consumers categorize any attribute as high and low important while purchasing any product or service and on which attributes they can compromise and which attribute is compulsory for them on which attribute they can not compromise, who influence them while making decision and how the profile of those consumers effect their decision process. To make it further easy close ended questions were designed and 5 levels were defined in few questions of the questionnaire against every attribute of the refrigerator. Sample size was of 30 (students of UMT). During the project it became obvious that different people perceive different attributes as high or low important based on their different needs, desires and situations so in this way level of importance, selecting and purchasin......

Word Count: 742
Page Count: 2.9 (250 words a page / double spaced)

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