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HW 2. Commented [m1]: Go in deep in your answers.

Total grade:

98 points
1) EXPECTANCY-VALUE MODEL The consumer arrives at attitudes toward various brands
through an attribute evaluation procedure, developing a set of beliefs about where each
brand stands on each attribute. Expectancy Value Model is also referred to as the fishbein
model. The expectancy value theory has been developed in various areas like education,
health, economics, marketing, communications etc. The different varies for different fields.
The general theory is that there are expectations ,values and beliefs which affects the
behavior. More than one behavior is possible and the behavior chosen will be the one with
the largest number of expected success and value. Expectancy value models have been
popular in recent years and have been the subject of a large amount of research.
In general we can compare this model to our familys and friends advice. This model is like
advice which give us people around us. For example if we want to by laptop at first we are
advising person who is more familiar in computers. For example IT specialist which can give
us some information about brands and attributes, than we are going and looking them in
shops and we are searching by design, also comparing some other attributes, which we need.
So in everyday life we are taking advices which we take into the consideration like
expectancy value model, difference is that we are not evaluating attributes by numbers and
we are not drawing graphs, everything goes through our head and imagination.
2)

Attribute Total
for good good attribute
quality tasty easy kids Variety authentic snack meal dietary trusted score
A 3 5 5.5 6 4 3.5 6 3 2 4 230
B 6 7 7 5 9 7 5 6.5 4 9 375
C 5.5 6.5 8.5 9 3 1.5 9 2 3 8 310
D 6 7 6 4 5 8 4 7 2 7 350
E 7 7.5 8 4 7 8 2 8 2 7 360
F 5 5 5 6 5 4 6 5 1.5 4.5 270
G 7 4 5 2 3 2.5 3 5 9 7 250
H 9 8 5 5 5 8 3 8 1 6 350
Importance 7 9 5 4 6 5 5 7 2 5

From the first chart if we look through total attribute scores the better performing brands are
top three brands are B, E,H. the poorer performing brands are G, F, A.

3) The most important attributes from the second chart are tasty, quality and good meal. And less Commented [m2]: Variety also
important are- dietary and for kids.
4) Brand B - in this brands attributes perceived as superior- Variety and trusted. I think
these can be reason why brand B considered to be the best, because if we compare
this brand to others in attribute trusted it has more score. So that means that people
trust this brand, more than others.And variety its same it is important to be 6 and
brand B has 9. In most cases attributes of brand B is more compare to importance. It
doesnot have high scores in The most important attributes from the second chart. But
it is still in top list.

Brand E -in this brands attributes perceived as superior-tasty, authentic and good
meal. All of this attributes are more then importance, there are two attributes in case
of brand E that are less than the importance, but inThe most important attributes
from the second chart brand has overall score only in tasty, but anyway it is in top
two list.

5) No, if they were identical they would have same attributes.

6) Two weakest brands are A and G. in case of A the most important attributes are under
the importance, these are quality and trust. I think that for brands its most important
to have trust in customer. So maybe increase of quality will help brand A to reach
customers trust, and after making better quality other attributes will be better too.
In case of brand G, customers have trust because of quality, but other attributes are
under the importance, thats why it is weak brand.

7) Yes. It is helpful because it helps to analyze customer attitudes more deeply and
detail.
8) It will be more helpful to weaker brands brands they can change things which have
to be improve, to become more stronger than they are

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