In the wake of their success, however, many of the Wal-Mart patrons have formed a love-hate relationship with the American-based juggernaut. Simply put, there are enough weighted advantages to shopping at Wal-Mart to dilute any ill feelings and incentives for consumers to shop elsewhere.
The situational model does not perform better than the nonsituational model in the prediction of situational and overall preference, respectively.
The situational model does not perform better than the nonsituational model in the-prediction of situational and overall choices respectively. THE DATA The data were collected from a mail panel residing in Columbus, Ohio, Each respondent completed five questionnaires, over a period of three months, concerning eight Columbus fast food restaurant chains.
The initial panel sample of was generated from a random list of names in the Columbus telephone directory. Data collection was comprised of three stages: The only brand rating obtained across situations was convenience. In addition, subjects were asked to rank preferences for the eight restaurants across situations and to rate the importance of each attribute for each situation.
Choice information was also obtained from the panel. Thus, attribute importance, preference and choice as well as brand ratings on convenience, were obtained for all four situations considered. The four situations chosen for detailed examination were selected with two criteria in mind.
The situation should be encountered frequently so that adequate sample sizes could be obtained for each situation. Also, the situations should include different dimensions of situation. Belk b discusses five dimensions of a situation, being physical surroundings, time frame, interpersonal surroundings, mood and goal direction.
The four situations selected for detailed analysis were: Lunch on a weekday evokes spatial and temporal dimensions for a major proportion of the panel.
Eating with the family when not rushed for time captures a consistent contrast in interpersonal surroundings. Eating when rushed for time encompasses time frame dimensions.
Darley and Batson in their "Good Samaritan" experiment indicate that degree of haste in one's journey is a good situational predictor of helping behavior. The consumer's decision, as to which fast food restaurant to frequent, may be influenced by the amount of time he has available.
The respondents were also asked to complete an extensive AIO bank and media habit items. At the conclusion of the study, respondents were asked to give their opinions as to the nature of the study. ANALYSIS In order to ascertain the value of introducing the situational variables into the attitude-preference and attitude-behavior relationships, two sets of analyses were carried out for four time periods.
Attitude-Preference Analysis For each individual who indicated frequenting fast food restaurants in at least two situations, the traditional model model I is contrasted to the predictive power of the situational model model II. For each model, the seven attributes [The popularity with children attribute was not applied to all respondents.
An assumed ideal was used in both models more of any attribute is better. The ranked attitude scores for models I and II were correlated with rank order overall and situational preference, respectively, using Spearman's Rho to determine the degree of association.
This analysis is presented in Figure 1. The mean Spearman's Rho across individuals for each situation at time periods 2, 3, 4 and f are presented in Table 1. The Wilcoxin matched sign test indicated that the magnitude of correlations were significantly different in only one out of 16 cases.
Attitude-Choice Analysis A similar procedure was undertaken in the prediction of consumer choice. Following models I and II it is hypothesized that the brand closest to the product category ideal point will be the brand that is chosen.
Situational and nonsituational attitude scores were computed and ranked. The brand closest to the assumed ideal point was ascertained and compared to the brand which was actually chosen by the respondent.
The confusion matrix of brands predicted from the nonsituational attitude scores at period 1, given brand chosen from period 1 to period 2, is shown in Table 2.
The confusion matrix of brands predicted from the situational attitude scores at period 1, given brand chosen from period 1 to period 2, is shown in Table 3. This matrix is an aggregation of confusion matrices for all four situations.Advances in Consumer Research Volume 2, Pages MULTI-ATTRIBUTE ATTITUDE MODELS: A COMPARATIVE ANALYSIS.
Morris B. Holbrook, Columbia University. James M. Hulbert, Columbia University [The authors wish to express their gratitude to Georgi Zahariev and Bernardo Cohen for their help in the early stages of . Multi-attribute attitude model As suggested by the name, this model breaks down the consumer’s overall attitude (that is, view of each brand) into smaller components.
These components are the individual product features, functions and perceived benefits – which are collectively known as product attributes. Multiattribute Model in Consumer Behaviour Research Majda Bastic, University of Maribor ABSTRACT - The techniques for measuring the significance of the product's attributes become more and more important.
a situational multi-attribute attitude model Kenneth E. Miller, University of Utah [The research reported in this paper was supported in part by the College of Administrative Science, The Ohio State University.
Consumer Bahaviour, Influence of Attitude on Buyer behaviour, Models of consumer attitude, Consumer attitude formation. Search Search. Upload. Sign In. Join. Home. Saved. Books. Audiobooks. Magazines. Documents. MULTI-ATTRIBUTE ATTITUDE MODEL These are needed as a 4/4(9).
Using the Fishbein model, a comparison of Wal-Mart, Target, Kmart, Sears, Costco, and Sam’s Club against nine attributes shows which retail chains have the highest and lowest probability of success in a market based on specific weights assigned to the attributes.