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CONSUMER BEHAVIOR Multi-attribute Models

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Page 1: Multi Attribute Models

CONSUMER BEHAVIOR

Multi-attribute Models

Page 2: Multi Attribute Models

The Fishbein Model

Understanding Consumer Perceptions

Page 3: Multi Attribute Models

Fishbein’s Multi-attribute Attitude Model

• The Fishbein Model breaks down consumer attitude about a product (brand) into various attributes and collects responses for each attribute separately.

• Let us apply the model to a real product:

Page 4: Multi Attribute Models

Attributes of Lipton Yellow Label (Tea Bags)

• Taste• Aroma• Color• Convenience (of usage)• Price• Availability• Packaging• Brand Image

Page 5: Multi Attribute Models

The Behavioral Intentions Model

• A modified version of the Fishbien’s model• Two factors are seen to influence the

person’s intention to act in a certain manner:

1. His/Her intensity (attitude) towards acting in that manner

2. “Subjective Norms”: Individual’s perceptions about how significant others will react to such behavior

Page 6: Multi Attribute Models

Fishbien Model applied to Lipton Yellow Label (T-bags)

Each attribute is then presented to the respondent in two separate statements: the belief statement and the evaluation statement, on a pre-defined ordinal scale.

Page 7: Multi Attribute Models

Belief Statement

B1) In your opinion the taste of Lipton Yellow Label (tea bags) is:

-2 -1 0 1 2_________________________________________________________________________________V.Bad Bad N/n Good

V.Good

Page 8: Multi Attribute Models

Evaluation Statement

E1) Taste is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 9: Multi Attribute Models

Belief Statement

B2) In your opinion the aroma of Lipton Yellow Label (tea bags) is:

-2 -1 0 1 2_________________________________________________________________________________V.Bad Bad N/n Good

V.Good

Page 10: Multi Attribute Models

Evaluation Statement

E2) Aroma is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 11: Multi Attribute Models

Belief Statement

B3) In your opinion the color of tea made thru Lipton Yellow Label (tea bags) is:

-2 -1 0 1 2_________________________________________________________________________________V.Bad Bad N/n Good

V.Good

Page 12: Multi Attribute Models

Evaluation Statement

E3) Color is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 13: Multi Attribute Models

Belief Statement

B4) In your opinion Lipton Yellow Label (tea bags) are convenient to use:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 14: Multi Attribute Models

Evaluation Statement

E4) Convenience (of usage) is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 15: Multi Attribute Models

Belief Statement

B5) In your opinion Lipton Yellow Label (tea bags) are generally affordable:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 16: Multi Attribute Models

Evaluation Statement

E5) Affordability (price) is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 17: Multi Attribute Models

Belief Statement

B6) In your opinion Lipton Yellow Label (tea bags) are easily available:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 18: Multi Attribute Models

Evaluation Statement

E6) (Easy) availability is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 19: Multi Attribute Models

Belief Statement

B7) In your opinion the packaging of Lipton Yellow Label (tea bags) is:

-2 -1 0 1 2_________________________________________________________________________________V.Bad Bad N/n Good

V.Good

Page 20: Multi Attribute Models

Evaluation Statement

E7) Packaging is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 21: Multi Attribute Models

Belief Statement

B8) In your opinion the brand image of Lipton Yellow Label (tea bags) is:

-2 -1 0 1 2_________________________________________________________________________________V. Low Low N/n High

V.High

Page 22: Multi Attribute Models

Evaluation Statement

E8) Brand image is an important attribute to consider while choosing a brand of tea bags:

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 23: Multi Attribute Models

Calculation

• A = ∑EBWhere A represents the overall attitude (or perception) of a respondent about a product.Overall attitude of a sample of respondents would be calculated by taking a mean of A-scores.

Page 24: Multi Attribute Models

The Behavioral Intentions Model

• BI = w1Ab + w2Sn• BI = Behavioral Intention• Ab = Attitude towards a certain behavior• Sn = Subjective norms• Ab = ΣEB• Sn = ΣBM

Page 25: Multi Attribute Models

The Behavioral Intentions Model

• Let’s take a situation:

A person is considering whether to take admission in a music school and learn how to play different instruments, or become a singer etc.

Page 26: Multi Attribute Models

Ab = Attitude towards behavior

B1: Joining classes at the Mozart Academy will satisfy my inner urge for creativity

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

E1: It is important to be creative-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 27: Multi Attribute Models

Ab = Attitude towards behavior

B2: Joining classes at the Mozart Academy will expand my social circle

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

E2: It is good to have a wide social circle-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 28: Multi Attribute Models

Ab = Attitude towards behavior

B3: The Mozart Academy carries a high brand image

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

E3: Brand image is an important factor for a music school

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 29: Multi Attribute Models

Ab = Attitude towards behavior

B4: The Mozart Academy is situated at a convenient location

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree H.Agree

E4: Convenience/Location is an important factor to consider while choosing a music school

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree H.Agree

Page 30: Multi Attribute Models

Ab = Attitude towards behavior

B5: The Mozart Academy charges a reasonable fee

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

E5: Price/Fee is an important factor to consider before joining a music school

-2 -1 0 1 2_________________________________________________________________________________H.Disag. Disag. N/n Agree

H.Agree

Page 31: Multi Attribute Models

Sn = Subjective norms

S1: My mother’s reaction to my joining the Mozart music school would be:

-2 -1 0 1 2_________________________________________________________________________________H.Unf. Unf. N/n Fav.

H.Fav.

M1: How much importance do I give to my mother’s opinion/reaction in this case:

-2 -1 0 1 2_________________________________________________________________________________V. Unimp. Unimp. N/n Imp. V.

Imp.

Page 32: Multi Attribute Models

Sn = Subjective norms

S2: My father’s reaction to my joining the Mozart music school would be:

-2 -1 0 1 2_________________________________________________________________________________H.Unf. Unf. N/n Fav.

H.Fav.

M2: How much importance do I give to my father’s opinion/reaction in this case:

-2 -1 0 1 2_________________________________________________________________________________V. Unimp. Unimp. N/n Imp. V.

Imp.

Page 33: Multi Attribute Models

Sn = Subjective norms

S3: My friends’ reaction to my joining the Mozart music school would be:

-2 -1 0 1 2_________________________________________________________________________________H.Unf. Unf. N/n Fav.

H.Fav.

M3: How much importance do I give to my friends’ opinion/reaction in this case:

-2 -1 0 1 2_________________________________________________________________________________V. Unimp. Unimp. N/n Imp. V.

Imp.

Page 34: Multi Attribute Models

Calculation

w1 = Assign weights to each BE factor individually such that the sum should not exceed 1

w2: = Do as above for each SM factorThen calculate:

BI = w1Ab + w2Sn