Appendix

Table AI: Product Description oftbe 11 Answering Machines

Brand & Product Name

Audioline 808G plus

AudIoIIne SlaG

Audioline 828G plu.

Audioline 8380

Deutsche Telekom T-E •• y A310

OSCz.4ller ZET .(;om 205

DSC Zettler ZET-Com 210

Loewe A1phaTel 3000A

Loewe A1phaTel 3000A Plus

Swatch Telecom ReCOrd

Price In OM

49.99

411.89

69.90

74.95

94.95

74.115

79.00

79.95

99.00

_ = overall dominated

Answering Macl1ine Attributes in Matrix

Capacity Awards

in Min.

t4 Computer Sild 19198:

prioeJperformance-winner

14

22

40

n.i.

14

20

45 Connect recommendation 8199:

test winner, good

45

18 Connect price tip 9198

= 'price and non-sensory attribute' dominated

= not available

Add Warranty On In months

24

24

24

24

VIP

n.l. 1Z

CLIP 12

VIP

Display

simple

simple

mu~~ Information

display

aImpIe

.mple

,mple

multI-information

display

.mple

<5

00

I T

able

A2:

Pro

duct

Des

crip

tion

of t

he 5

Fru

it C

erea

ls

Cer

eal A

ttrib

utes

in M

atrix

Ingr

edie

nts

Vita

min

s &

Min

eral

s A

vera

ge %

of d

aily

val

ue b

ased

on

100g

Pro

duct

U

nit

Pan

-B

rand

& P

rod-

Siz

e in

P

rice

in

Pric

e in

F

ruit

Sha

re

B,

B2

Be

B12

C

E

Bio

tin

Fol

ic

Nia

cin

toth

enic

~h

OS~

Iron

M

agne

-uc

t Nam

e g

OM

O

M p

er

Aci

d A

cid

oru

sium

10

0g

Gre

at V

alue

75

0 3.

98

0.53

37

.5

Fru

chte

Mus

li

KO

lin F

ruch

te

750

5.79

0.

77

30.0

29

15

4

0

22

33

V

ollk

orn

Mus

il

Sch

neek

oppe

V

oliF

ruch

t 75

0 5.

98

0.80

40

.0

83

83

83

83

83

83

83

83

83

83

Hoc

hwer

t M

uesl

i

Sm

art P

rice

1000

1.

94

0.19

33

.0

Fru

ehte

Mus

li

Vita

lis F

ruch

te

750

6,29

0,

84

40.0

22

12

2 2

5

31

Mus

il

"--"

= n

ot a

vail

able

f e: '"

Appendix

Table A3: Product Description of the 10 Liquid Detergents

Liquid Detergent Attributes In Matrix

Skin·Friendliness Eco-Friendliness

Product Un~

Brand & Size Price In

Price in Scent

Dermatological lest Neutr.' party paCkage Product Name Inml

OM OM per re.sutt Judgment l00m1

Demol FraHee 1000 1.95 Classic Fresh

0.20 flesh carton

KuscheMk:h ea>-Mangoml 750 2.98 0.-40 fruity

~ ZiIIus

KUlCheMk:h

_ & c:onfinned ea>-

750 2.98 O . .w neUlnlI & oenUlwt+allergic Sanft&MiJd sI<in friendly ~

Lenor 750 3.1~ 0.42 fresh - carton Bergfrisch

Lenor Milde tested & confirmed German Skin·

750 3.14 0.42 neulral & sensitive-allergic and carton FriscI1e skin friendly Allergy·Help e.V.

Quanlo Premium 1000 2.93 0.29 IIoral tesled

standard Toscana plastic Flieder

Solllan u~ra tested & confirmed eco-

Balsam 1000 2.97 0.30 neutral & sensitive-allergic plastic

skin fllendly

SoftIa n u lira 1000 2.97 0 .30 .rorn.IIc I8IIed & oonfirmed ea>-Vanille T,...." plastic

" -..,' '. ' .' 'j 'j •

1.1 t" , ,., hi'; 1 • "~. I I • .',,",.' • j ....

Vemel Rosen­bUllen 750 2.98

_ = overall dominated

0.-40

= 'price and non-sensory attribute' dominated

= not available

cationic tensides

5-15%

5-15%

5-15%

15-30%

15-30%

5-15%

5-15%

5-15%

\09

110 Appendix

Table A4a: Product Description of the 11 Perfumes for Women

Women Perfume Attributes in Matrix

Size in Product

Un~ Price in Brand & Product Name Price in Scent

ml OM

OM per lOOml

Anna Sui Sui Dreams 75 99.00 132.00 floral

Calvin Klein Contradiction 100 132.00 132.00 floral-sweet

Chopard Pure Wish 75 92.00 122.67 orienlal-spicy

Donna Karan DKNY 100 115.00 115.00 floral-fresh

Giorgio Armani Acqua die Gill 100 110.00 110.00 floral-fresh

Giorgio Armani Emporio Armani ... 100 105.00 105.00 orienlal-ambery LeVEIie/She/Elia

Giorgio Armani Mania 100 140.00 140.00 floral-sweet

Hugo Boss Boss Woman 90 108.00 120.00 floral-fruily

Isabella Rossellini Manifesto 75 103.00 137.33 floral-fresh

Issey Miyake L'eau d'issey 100 139.00 139.00 floraliJreenlfru~

Jil SanderJiI 100 112.00 112.00 oriental-amberylspicy

Appendix III

Table A4b: Product Description of the 10 Perfumes for Men

Men Perfume Attributes In Matrix

Size In Product

Unft Price In Brand & Product Name Price In Scent

ml DM

DM per looml

Calvin Klein Contradiction Men 100 112.00 112.00 oriental-splcy

Chopard Casran 100 80.00 80.00 chypre-fresh

Davidoff Good Life 125 105.00 84.00 fougere-woody/ambery

Giorgio Annanl Acqua dl GI" 100 118.00 118.00 chypre-fresh pour Homrne

Giorgio Armanl Emporia Armanl ... 100 118.00 118.00 chypre-fresh LuillVHelEl...

Hugo Boss Hugo 100 75.00 75.00 chypre-fresh

Issey Miyake L'eau D'issey 125 103.00 82.40 chypre-fresh pour Homme

Jil Sander Background 75 80.00 106.67 fougere- ambery

JII Sander Sander for Man 125 105.00 84.00 fougere-fresh

Kenzo Kenzo pour Homme 100 104.00 104.00 chypre-fresh

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