MKG330 Multi-attribute attitude model: The Vehicle Purchasing Decision

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hfre7

Business Finance

MKG 330

Description

In your own words, describe a multi-attribute attitude model. Tell us what it is and how marketers use it.

Now, pick a purchase decision that you plan to make e.g., buying a car or picking a graduate school and create a basic model like the one in Table 8.1 of the textbook. Assign numeric values and sums. Share your model, provide a brief background, and describe the results that you've generated.

How could a marketer use the findings from your table?

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Beliefs (B) Attribute(i) importance (1) Smith Princeton Rutgers Northland 6 8 9 6 3 7 9 3 3 3 3 Academic reputation All women Cost Proximity to home Athletics 4 2 2 6 9 3 2 N 2 6 9 1 1 2. 5 1 1 2 1 3 7 9 Party atmosphere Library facilities Attitude score 5 7 9 7 2 163 142 153 131 Table 8.1 The Basic Multiattribute Model: Saundra's College Decision
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Explanation & Answer

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Running head: MULTI-ATTRIBUTE ATTITUDE MODEL

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Running head: MULTI-ATTRIBUTE ATTITUDE MODEL

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Multi-attribute attitude model is a model that breaks down the overall attitudes of
consumers into smaller components on how they view a particular brand. These components are
the product attributes such as features, functions and the perceived benefits. The marketers use
the multi-attribute attitude model in measuring and assessing the attitudes of the consumers to
improve the positioning of the product. It helps marketers in determining weaker brands and key
competitors. It also enables marketers to determin...


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