UNDERSTANDING CONSUMER

BELIEFS AND EVALUATIONS

Using the Fishbein Model
( Multi - Attribute Attitude Model )

GROUP MEMBERS:
Atul Saboo
Saurav Jalan
Tarun Daga
Uma Balakrishnan
 AGENDA
 Fishbein Model
 Using the Fishbein Model
 Focus Group Study
 Sample Details
 Sample Questions
 Attitude Towards Titan
 Attitude Towards Timex
 Key Observations
 Comparison Between the Brands
 Recommendations
 FISHBEIN MODEL

MODEL :
 Ao = ∑ ( bi * ei ) where i = 1
to n

 Ao = Attitude towards the object

 Bi= extent of belief that object
possesses attribute i

 Ei = evaluation of attribute i
USING THE FISHBEIN MODEL

 STEPS :


1. Identify some important attributes in that

product category
2.
3. Design questionnaire to measure belief and
evaluation and conduct survey
4.
5. Analyze the data collected to see
consumer’s attitudes towards the brands
6.
7. Make recommendations for improving the
market position of the brand

 FOCUS GROUP STUDY

 Conducted two focus group discussions

within Praxis of 6 people each

 Enumerated various attributes of
wristwatches which came to light

 Clubbed similar attributes into 7 salient
attributes

 Designed questionnaire on the basis of
attributes highlighted
 SAMPLE DETAILS

 Sample Size: 30
 Type of Sampling: Convenience & Judgment
 Technique: Intercept interview
 Survey Locations:

 South City Mall

 Kalighat Metro Station
 Merlin Residency

 SAMPLE QUESTIONS
 For Belief :
 How far do you think accuracy is present in
Titan and Timex?
 Low presence High
presence
 1 2 3 4 5
6 7 8 9 10


 For Evaluation :
 How important do you feel is accuracy as an
attribute in a wristwatch?
 Unimportant Very Important
 -3 -2 -1 0
+1 +2 +3
 ATTITUDE TOWARDS TITAN

ATTRIBUTES Bi Ei BiEi
Accuracy 8.167 2.133 17.422
Durability 8.367 2.167 18.127
Price 7.733 0.367 2.836
Style 8.1 2.6 21.06
Innovation 7.8 1.967 15.34
Variety 8.2 2.367 19,407
Trust 8.433 2 18.667
Overall 111 . 059
Attitude
 ATTITUDE TOWARDS TIMEX

ATTRIBUTES Bi Ei BiEi
Accuracy 6.733 2.133 14.364
Durability 6.933 2.167 15.022
Price 6.6 0.367 2.42
Style 6.167 2.6 16.033
Innovation 4.9 1.967 9.636
Variety 5.2 2.367 12.306
Trust 6.133 2 12.267
Overall 82 . 05
Attitude
 KEY OBSERVATIONS
 As observed , Titan is perceived as the leader
brand in each attribute
 Hence Timex , with lower scores , is a follower
brand
 Price is not very important for consumers, showing
people are more willing to spend on the product
 Style and variety score higher than accuracy and
durability. This shows the move from being just a
timepiece to an accessory & fashion statement
 Low durability score shows the attitude of people
wanting to change watches frequently

 COMPARISON BETWEEN THE
BRANDS
 Most important attributes sought by
respondents:
▪ Style
▪ Variety
▪ Durability
 TIMEX (Bi*Ei) TITAN (Bi*Ei) DIFFERENCE

STYLE 16.03 21.06 -5.03

VARIETY 12.31 19.41 -7.1

DURABILITY 15.02 18.13 -3.11

 RECOMMENDATIONS
 Timex should concentrate on improving style and variety of
its watches
 Product assortment should cater to different segments
and versatility should be increased
 Positioning should portray a diverse array of wrist
accessories

 Perceived difference between style of Titan & Timex, and
variety of Titan & Timex, should be reduced

 Durability need not necessarily be worked upon because:
 Difference is not very high vis-a-vis the other two
attributes
THANK YOU!!!