Attributes

Essay Question: Complete the question

MUST USE TOPIC HEADINGS

1. Using the method discussed in the section on attitudes and your experiences with the product positioning project, finish developing the hypothetical multi-attribute table for 3 brands of frozen pizza. Be sure to explain the components of the table, differences among the brands and the potential marketing application for each brand. You will need to enter 2 brands and three attributes and speculate on the ratings of the brands.

	Red Barron	Digiorno	Ellio’s
Attributes	Importance of Attribute	Rating	I*R	Rating	I*R	Rating	I*R
1. Quality of ingredients	5	6	30	5	25	3	15
2. Taste	8	5	40	6	48	4	32
3. Price	2	2	4	4	8	5	10
4. Cook Time	7	6	42	5	35	4	28
TOTALS	22		5.27*		5.27*		3.86*

*Total of column divided by 22

*Rate scale out of a 10

Give a brief description of the components of the table

· Attribute

· Importance

· Rating (Presence of Attribute)

· Totals

Discuss the differences among the brands and marketing application of your “findings.”