multi attribute models
TRANSCRIPT
CONSUMER BEHAVIOR
Multi-attribute Models
The Fishbein Model
Understanding Consumer Perceptions
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:
Attributes of Lipton Yellow Label (Tea Bags)
• Taste• Aroma• Color• Convenience (of usage)• Price• Availability• Packaging• Brand Image
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
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.
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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.
The Behavioral Intentions Model
• BI = w1Ab + w2Sn• BI = Behavioral Intention• Ab = Attitude towards a certain behavior• Sn = Subjective norms• Ab = ΣEB• Sn = ΣBM
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.
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
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
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
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
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
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.
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.
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.
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