Running head: Attitude Project (ATO) Model

Nova Southeastern University


H. Wayne Huizenga College of Business and Entrepreneurship

Assignment for Course: MKT 3060 Consumer Behaviour

Submitted to: Robert Deer


Submitted by:

Shania Gloudon, Niyanthesh Reddy and Stephanie…

N01865547, NO1713155, …

3625 College Avenue,

The Commons,
Box 1254,
Fort Lauderdale,
Florida 33314

754 317 5943

Date of Submission: 12/3/2017

Title of Assignment: 
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author of this paper and that any assistance I received in its preparation is fully
acknowledge and disclosed in the paper. I have also cited any sources from which I used
data, ideas of words, whether quoted directly or paraphrased. I also certify that this paper
was prepared by me specifically for this course.


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Attitude Project 2

Instructor’s Comments:

Attitudes can be defined as relatively enduring overall evaluations of objects,

products, services, issues or people. (Babin & Harris, 2016, p. 128). There are three

components that attitudes possess: affect, behavior and cognitions. Affect refers to the

effect (feelings) a consumer has towards an object. Cognition refers to the perception

(beliefs) a consumer has towards an object. Behavior refers to the way a consumer

conducts (exhibits) oneself as well as their intentions to behave toward an object (Babin

& Harris, 2016, p. 129). Understanding consumer attitudes is very important for

marketers as the consumer’s response whether positive or negative allows marketers to

determine their product’s strength and weaknesses and make changes.

An approach to understanding consumer behavior is measuring consumer

attitudes. A known approach was developed my Martin Fishbein and Icek Ajzen. This

approach is known as the attitude-toward-the-object (ATO) model or the Fishbein model.

This multi-attribute attitude model measures consumer attitude by using consumer beliefs

as well as their evaluation of an object’s attributes (Babin & Harris, 2016, p. 133).

The equation for measuring consumer attitude follows:

Attitude Project 3

After being hired by Brainstorms, Inc, a marketing consulting firm headquartered

in Miami, a study was created to evaluate consumer attitudes towards either mobile

phones, Samsung Galaxy or Apple’s iPhone, using the Fishbein Model. The

questionnaires were distributed among fourteen university students and the distribution of

the questionnaires was based on the students’ knowledge of the two brands. The study

considered two mobiles phones, Samsung Galaxy and Apple’s iPhone and five (5)

attributes (Design, Camera Quality, Brand Credibility, Price and Battery Life).

The results gleaned from the questionnaire were tabulated and the average ATO

was calculated. The evaluation (e), which measures how consumers feel about the

attribute, was determined using a -3 to +3 scale. The belief (b), which measures

consumers’ knowledge or belief about an object, was determined using a 10-point scale.

The means of both the evaluation (e) and beliefs (b) were used in the ATO model.

Table 1: ATO Perceptual Chart - Consumer’s evaluation of Apple’s iPhone and Samsung

Galaxy

ATTRIBUTES iPhone Samsung Galaxy

(A) e b (b)(e) e b (b)(e)
Design 2.4 7.4 17.8 2.4 6.9 16.6
Camera 2.7 8.3 22.4 2.7 6.7 18.1
Quality
Brand 2.9 8.7 25.2 2.9 7.9 22.9
credibility
Attitude Project 4

Price 1.9 6.5 12.4 1.9 6.6 12.5

Battery Life 2.7 6.9 18.6 2.7 7.5 20.3
A0 96.4 90.4
Note: A refers to the attribute of the object. Consumers’ average evaluation (e) ratings of

A, are scaled from -3 to +3, with -3 being unimportant and +3 extremely important. The

average beliefs (b) are scaled from 1 to 10, with 1 being Extremely unlikely and 10 being

Extremely Likely. When combined, (b)(e) is the product resulting from multiplying

beliefs and evaluation. A0 is the overall attitude the consumer has towards the object.

Graph 1: Perceptual Map of consumer’s evaluation of Apple’s iPhone and Samsung

Galaxy

(Insert Map Here)

Map Just Based on Mapping E:

X-Axis: Each of the Five Marketing Attributes studied.

Y-Axis: A How they felt about the certain attribute on a -3 to +3 reaction scale.

Map Based Just on B:

X-Axis: Five Individualized Marketing Factors or Attributes.

Y-Axis: Average Numerical Findings of the Fifteen Individual Participants based on each

of the how the overall reaction was based on a -10 to +10 reaction mapping scale.

Overall Map Chart based on National and International Marketing Effectiveness by

Both Companies

X-Axis: Apple iPhone vs Samsung Galaxy

Y-Axis: A0 Model Values based on Fischbein’s Model (ATO Model) for all five
Attitude Project 5

The results compiled from the questionnaire were then tabulated and the average

ATO was calculated. The evaluation (e), which measures how consumers feel about the

attribute, was determined using a -3 to +3 scale. The belief (b), which measures

consumers’ knowledge or belief about an object, was determined using a 10-point scale.

The means of both the evaluation (e) and beliefs (b) were used in the ATO model.

Based on the results of the survey, it is apparent that the respondents’ attitudes are

more positive towards Apple’s iPhone than to the Samsung Galaxy. It is noted from the

survey that for the attributes Design, Camera Quality, Brand Credibility and Battery Life,

iPhone received the highest average belief. The Samsung Galaxy received more positive

beliefs than iPhone for the attribute regarding Price. However, based on the survey, the

price of the product is the least important to consumers. As a result, iPhone has the

highest overall attitude from consumers.

Attitude Project 6

Part 2: Develop a set of specific attitude change strategies for top brand and
underdog

Recommendations

According to the specified statistics, in Table 1-2 and the conceptual mapping

done using the above data (from the Fischbein model) and Microsoft Excel, the

Apple IPhone has a higher chance of surviving, on both national (in the United

States) and International levels. The E-factor, of the Fischbein model, is a statistical

value that identifies how consumers originally supports to understand consumers

initial Conception of a product (either being the Samsung Galaxy or Apple iPhone

products). Apple may not have the same number of consumers (consumer

marketing) as Samsung, there is much higher involvement in Marketing,

diversification of products (Product Diversification) and a vastly growing use of iOT

technology (Internet of Things) that is far more advanced than Samsung.

Samsung’s market is mainly involved in South Korea whereas Apple is

involved around the world. Despite higher prices, a possible downside, there is both

more hedonic and more utilitarian value towards Apple products. Apple 8 and Apple

8X have five product specifications that Samsung is currently facing lawsuits

against. First of all, Apple 8 and Apple 8X have waterproof technology. This vastly

improves the areas of data because users would not want to have
Attitude Project 7
Attitude Project 8

REFERNCES:

Babin, B. J., & Harris, E. G. (2016). CB7. Boston, MA: Cengage Learning.
Attitude Project 9

‘PROFICIENT’ column meets minimal standard.

<<<<<<<<<< less quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . more quality
>>>>>>>>>>
Performance Basic Developing Proficient Accomplished Exemplary Scor
Criteria e
Does not Attempts to Identifies/select Identifies/select Identifies/select
identify identify s somewhat s relatively s relevant
Identifies/select relevant relevant relevant relevant attributes.
s five (5) attributes or attributes. attributes and attributes. Effectively
relevant design belief- Attempts to partially Generally designs
attributes and strength and design designs designs belief-strength
designs belief- belief-strength belief-strength belief-strength and
belief-strength evaluation and and and belief-
and survey. belief- belief- belief- evaluation
belief- evaluation evaluation evaluation survey.
evaluation survey. survey. survey.
survey
(0 points) (1 point) (2 points) (3 points) (4 points)
Does not Attempts to Partially Mostly Effectively
Calculates and calculate and calculate and calculates and calculates and calculates and
evaluates evaluate evaluate evaluates evaluates evaluates
results using results using results using results using results using results using
ATO Chart ATO Chart ATO Chart ATO Chart and ATO Chart and ATO Chart and
and Perceptual and perceptual and perceptual perceptual perceptual perceptual
Map map. map. map. map. map.
(2 points) (6 points)
(0 points) (3 points) (5 points)
Does not Attempts to Partially Mostly Effectively
Develops a set develop a set develop a set develops a set develops a set develops a set
of specific of specific of specific of specific of specific of specific
attitude change attitude change attitude change attitude change attitude change attitude change
strategies for strategies for strategies for strategies for strategies for strategies for
top brand and top brand or top brand or top brand and top brand and top brand and
underdog underdog. underdog. underdog underdog underdog.
(0 points) (2 points) (4 points) (5 points)
(3 points)
Evaluates cost Does not Attempts to Partially Mostly Effectively
effectiveness evaluate cost evaluate cost evaluates cost evaluates cost evaluates cost
and feasibility effectiveness effectiveness effectiveness effectiveness effectiveness
of and feasibility and feasibility and feasibility and feasibility and feasibility
implementatio of of of of of
n implementatio implementatio implementation implementation implementation
n. n. . . .
(.5 point) (2points)
(0 points) (1 point) (1.5 points)
Does not Attempts to Presents Presents Presents
Attitude Project 10

Presents present project present project project project project

project effectively. effectively. somewhat effectively for effectively.
effectively. the most part.
(0 points) (.5 point) (1 point) (2 points) (3 points)
OVERALL GRADE-
Maximum grade: 20 points