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Consumer Behaviour

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(a) As the marketing manager for a car dealership, you wish to predict whether an individual will purchase a new Volkswagen in the next month. Your team came up with the intention measure: "How likely is it that you will buy a new car soon?" to be used in the survey. You have argued that the measure is unlikely to predict the behavior of interest. Provide any three reasons why this is the case.

(b)Consider the following results for a TV set, based on Fishbein's multiattribute model:
Attribute Evaluation Brand Belief
Clear picture +3 +2
Low price +2 -1
Durable +3 +1
Attractive cabinet +1 +3

(i) What is the overall attitude score?
(ii) Suggest one strength and one weakness of the product as perceived by consumers
(iii) Identify TWO possible changes that would enhance brand attitude

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(a) As the marketing manager for John Hughes car dealership, you wish to predict whether an individual will purchase a new Volkswagen in the next month. Your team came up with the intention measure: "How likely is it that you will buy a new car soon?" to be used in the survey. You have argued that the measure is unlikely to predict the behavior of interest. Provide any three reasons why this is the case.

This measure is unlikely to predict the behavior of interest. The first reason is that low intention-behaviour relationships are in part due to the lack of contextually specific intention measures and conditional measures are more predictive than direct measures (Miniard, Paul W. Obermiller Carl, Page, Jr Thomas J. 1983), The second reason is that the theory of reasoned action prescribes the measurement in a different manner. There are three construct that the theory of reasoned action prescribes. It says that a person's behavioural intention is dependent on the person's attitude ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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