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Multi-Attribute Attitude Model: Score For Attribute (Max 10) Total Score

Based on the multi-attribute attitude model presented: 1) McDonald's is the slightly more preferred fast food chain overall, with a total score of 291 compared to Burger King's 269. 2) The most important attributes to consumers are locations, value for money, and speed of service. 3) For McDonald's to improve, it should focus on attributes where it scored lower like playground, value for money, and food quality. 4) For Burger King to improve, it should focus on attributes where it scored lower like locations, speed of service, and value for money. 5) This model is helpful for firms to understand the components of consumer attitude by evaluating attribute importance

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121 views1 page

Multi-Attribute Attitude Model: Score For Attribute (Max 10) Total Score

Based on the multi-attribute attitude model presented: 1) McDonald's is the slightly more preferred fast food chain overall, with a total score of 291 compared to Burger King's 269. 2) The most important attributes to consumers are locations, value for money, and speed of service. 3) For McDonald's to improve, it should focus on attributes where it scored lower like playground, value for money, and food quality. 4) For Burger King to improve, it should focus on attributes where it scored lower like locations, speed of service, and value for money. 5) This model is helpful for firms to understand the components of consumer attitude by evaluating attribute importance

Uploaded by

Van Tran
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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MULTI-ATTRIBUTE ATTITUDE MODEL

Task 1:
In the survey (which uses hypothetical data), consumers have been asked to rank
the importance of various attributes and then score the two firms for these attributes.
The two responses are then multiplied out to give an overall score.

Score for attribute


Importance Total Score
Multi-attribute model (max = 10)
(max = 10)
McD’s BK McD’s BK’s

Locations 9 8 6 72 54

Opening hours 5 9 8 45 40

Playground 2 10 4 20 8

Speed of service 7 8 5 56 35

Value for $ 8 5 8 40 64

Comfort 6 7 6 42 36

Food quality 4 4 8 16 32

Total 291 269

1. Overall, which fast food chain is more preferred?


2. Which are the most important attributes to consumers?
3. What general advice would you have for McDonald’s?
4. What general advice would you have for Burger King?
5. How helpful is this particular analytical approach for firms to understand the
components of a consumer’s attitude?
6. How is this model different from the MAM model introduced in the lecture?
7. What information is needed (or steps to be taken) before we can conduct this
analysis?

Task 2:
Develop your own Multi-attribute Attitude Model for your business of hospitality
service.

Step 1: What are the attributes that customers care about when considering
purchasing this product or service? How to obtain this information?
Step 2: How do they rate the importance of each attribute, in general?
Step 3: How do they rate the performance of each attribute? And those from your
main and direct competitor(s)?
Step 4: Calculate the scores and compare yours with those of your competitors.

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