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Unformatted text preview: Customer Attribute Evaluation Evaluation Group Attribute Importance: of Brand A: of Brand B 1 i 3 5 3 ii 2 1 4 iii 5 3 3 2 i 5 2 4 ii 3 2 4 iii 2 4 2 Application Questions Set #2 1. (a) Using the Fishbein model, compute the relative brand attitudes for the following customer groups: Note: all items measure using 5 point scales where 5=very important/ excellent. b. Interpret your results. Customer Group #1: Using the Fishbein Model, it turns out that there is no preference for Brand A over Brand B or vice-versa. Both models come out to a total of 32 using the Fishbein Model and formula. While each brand valued different attributes at different amounts, the total evaluations came out evenly. Math for Customer Group #1: Brand A = (3x5)+(2x1)+(5x3) = 15+2+15 = 32 Brand B = (3x3)+(2x4)+(5x3) = 9+8+15 = 32 Customer Group #2: Using Fishbeins Model for the evaluation of Brand A vs. Brand B for Customer Group #2, it is evident that Brand B has a better brand attitude. Brand B was valued by this customer group by 12 points more than Brand A. Not only did Brand B score higher using the Fishbein Model formula, but it also doubled the rating in Attribute i which had the highest importance value to this Customer Group....
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- Spring '11