Consumers form product judgments regarding brand choices largely on a conscious and rational basis.

Consumer is trying to satisfy some need and is looking for certain benefits from the product solution. The consumer sees each product as bundle of attributes with varying capabilities of delivering the sought benefits and satisfying this need.

Consumers will differ as to which product attributes are seen as relevant or salient. They will pay the most attention to the ones that will delivery the sought benefits. The consumer is likely to develop a set of brand beliefs about where each brand stands on each attribute. The brand beliefs make up the brand image. The consumer’s brand belief will vary with his/her experiences and the effect of selective retention. The consumer is assumed to have a utility function for each attribute. The consumer arrives at attributes (judgement, preferences) towards the brand alternatives through evaluation procedure.