Christine D.

Diaz September 4, 2019

Jomarie M. Argarin Mrs. Gaerlan

Activity:

For this task you will need to review the two following charts and then answer the
questions at the end. The first chart shows the overall attitude score for each competing
brand – where a higher score is better. And the second graph is a multi-attribute
attitude model (how the scores in the first graph were generated) – which shows the
ranking of each brand on each key product attribute and the importance of each
attribute (the line chart) in the consumer’s purchase decision.

Note that the brands compete in a food market – which is suggested by the key
attributes.

Chart 1: Total Attributes of Different Brands

Chart 2: Attributes Ratings and Importance of Different Brands

 Questions:

1. Based on the first chart (overall scores) – which brands are the better performing ones
(where the consumers’ attitude is more favorable)? Which are the poorer performing
brands?
Answer: In overall scores the brand who had a better performing ones is the Brand B,
while the poorer performing brand is the Brand A.
2. Based on the 2nd chart – which product attributes are of most importance to consumers
in their purchase decisions? Which ones are of lesser importance?
Answer: Based on the 2nd Chart the most importance to consumers in their purchase
decision is the tasty, while the less importance is dietary.
3. For the best two overall brands (from chart 1) – look at their scores in the second chart
– what particular attributes are they perceived as superior (that is, why are they
considered to be the best)?
Answer: The best two overall brands from chart 1 is the Brand B and E. On brand B the
particular attributes they perceived as the superior is the variety and tasty. On the other
hand, brand E has the easy, authentic and good meal. That is why they are considered to
be the best.
4. Are these two best brands “identical”, or do they have points-of-differentiation?
Answer: For our own observation and analyzation this two best brands have points of
differentiation.
5. Do you think that it is helpful breaking down consumer attitudes to this level of detail?
Why/why not?
Answer: Yes, it is helpful because the two charts show the different attributes of
different brand on food markets. On the given ten attributes this can easily describe the
attitude of the consumers. For example in quality, it means that the attitude of the
consumer is enthusiastic in choosing a brand with a good quality. Next is variety, it
means that the consumer’s attitude is flexible, because they want to have different or
many option, and so on.
6. If yes (in Q5) – is this information more helpful for stronger or weaker brands?
Answer: Yes this information is more helpful for stronger or weaker brands, because
with the help of this information, the different brands become more knowledgeable on
what are the attributes they needed to focus on, and what are the attributes they need to
reduce or avoid.