assignment - Marketing - Consumer Behavior

MULTIATTRIBUTE ANALYSIS USING FISHBEIN MODEL

Beliefs (1-10)

AttributesImportance (1-10)Wal-MartTargetKmartJCPenneySearsCostcoSam’s Club

1Price48431754

2Quality16736325

3Convenience58664013

4Variety26748538

5Satisfaction37758424

guarantees

6Wages75637543

Benefits

7Employment108648344

opportunities

8Job Security97846573

9Environment63546345

protective

10Good88954233

neighbor

TOTAL SCORE371364229321197218206

Are there perceived differences

in overall attitudes?YES

MostLeast

StoreWal-MartSears

Score371197

Most favorable

evaluation