cited attributes are:
of national versus private labels
3. Ease of
parking and loading
(including hours, location, ease of entrance and parking, ease of finding
(including credit, delivery, return policy, and guarantees)
personnel (including helpfulness, friendliness, and courtesy)
“specials” in stock
For your assignment you are to rank these attributes in order of
importance to you. After ranking them, take the most important attribute and
assign it the value of 10, take the second most important attribute and assign
it the value of 9. Continue to do this for your top five attributes with your
fifth attribute getting a value of 6.
Now visit two brick and mortar stores of your choice and assign
a value (1 being very poor, 10 being very good) to the stores’ performance on
your five attributes. Multiply your rank value by their performance value for
each attribute and sum the total. Identify the two stores in comparison, Is the
store with the highest total points your favorite? If not, why is there a
difference? How can retailers use this approach for store planning?
Should the retailers offer surveys, employ secret shoppers, what would you do?
In addition, what would happen to the comparison if more attributes were used?