Consumer Personality

and Attitude
Group 4
Citra Putri H 29119351
Dita Patwi Y 29119376
Dwiana Rahmadiati 29119378
Feza Maylinda S. 29119511
Candrika Dhiastra 29119349
Multahadi Qisman 29119492
Hierarchies
Effects
Part 1
1. Terry M. purchased Brand X running shoes.
Hierarchy of effect likely utilized by Terry M. : Standard Learning Hierarchy

2. Chris R. purchased Brand Y running shoes.

Hierarchy of effect likely utilized by Chris R. : The Experiential Hierarchy

3. Ashley S. purchased Brand Z running shoes

Hierarchy of effect likely utilized by Ashley S. : The Low-Involvement Hierarchy
Part 2
1. Responsible for brand Y. We focused on winning over Terry M. to our brand, the general marketing
strategy we might employ is :
- Give points for every shoe purchase, which can be exchanged for a discount
- Hold sales at a certain time, with various discount amounts (10%, 20%, 50%)

2. Responsible for brand Z. We focused on winning over Chris R. to our brand, the general marketing
strategy we might employ is :
- Shoe design an important aspect. Up to date design, catchy color, unique shape but comfortable look.
- Put shoes with an eye-catching design on store displays, so Chris. R is interested in these shoes.

3. Responsible for brand X. We focused on winning over Ashley S. to our brand, the general marketing
strategy we might employ is :
- Provide accurate and detailed information through the website, Instagram, or other official accounts.
- This detailed information relates to arch support, lacing pattern, and cushioning
- More influence people with the brand, do eye-catching advertisement .
The Extended
Fishbein Model
1. Use the Extended Fishbein Formula, the previous information regarding w1 and 2, and Betsy’s
questionnaire answers to calculate her Behavioral Intent toward each of the two competing brands
of printer/copiers (Brand A and Brand B). Show all of your work/calculations

2. Discuss the implications of your results and of Betsy’s answers. Wha have you learned? Were there
any surprises in Betsy’s answers?
A (act) / FISHBEIN CALCULATION

Q2 Q1

BRAND A
ELEMENT BELIEF EVALUATION TOTAL

Ability to create high quality document -3 2 -6

Don’t waste time to copy 2 3 6
Anyone can use easily -3 -3 9
TOTAL 9

Q8 Q7

Q5 Q4

* Q = questionnaire list
A (act) / FISHBEIN CALCULATION

Q3 Q1

BRAND B
ELEMENT BELIEF EVALUATION TOTAL
Ability to create high quality document 2 2 4
Don’t waste time to copy -2 3 -6
Anyone can use easily 2 -3 -6
TOTAL -8

Q9 Q7

Q6 Q4

* Q = questionnaire list
 A (act) / FISHBEIN CALCULATION
BRAND A
ELEMENT BELIEF EVALUATION TOTAL

Ability to create high quality document -3 2 -6

Don’t waste time to copy 2 3 6
Anyone can use easily -3 -3 9
TOTAL 9

BRAND B
ELEMENT BELIEF EVALUATION TOTAL
Ability to create high quality document 2 2 4
Don’t waste time to copy -2 3 -6
CONCLUSION:
Anyone can use easily 2 -3 -6
TOTAL -8 FROM FISHBEIN CALCULATION IT CAN BE
CONCLUDE THAT BRAND A HAS HIGHER
SCORE THAN B, SO BETSY WILL CHOOSE
BRAND A RATHER THAN BRAND B
SN (act) CALCULATION

Q11 Q10

BRAND A
ELEMENT BELIEF MOTIVATION TOTAL
Bos Perspective 3 2 6
Realtor Perspective 1 0 0
TOTAL 6

Q14 Q13

* Q = questionnaire list
SN (act) CALCULATION

Q12 Q10

BRAND B
ELEMENT BELIEF MOTIVATION TOTAL
Bos Perspective 1 2 2
Realtor Perspective 3 0 0
TOTAL 2

Q15 Q13

* Q = questionnaire list
 EXTENDED FISHBEIN CALCULATION
BRAND A BRAND B

W1 0.6 W1 0.6

A (act) 9 A (act) -8

W1 x A(act) 5.4 W1 x A(act) -4.8

W2 0.4 W2 0.4
CONCLUSION:
SN (act) 6 SN (act) 2
FROM EXTENDED FISHBEIN
W2 x SN(act) 2.4 W2 x SN(act) 0.8 CALCULATION IT CAN BE
CONCLUDE THAT BRAND A HAS
BEHAVIORAL INTENT 7.8 BEHAVIORAL INTENT -4 HIGHER SCORE THAN B, SO BETSY
WILL CHOOSE BRAND A RATHER
THAN BRAND B, THERE IS A
INFLUENCE BY BETSY BOSS AND
REALTOR IN CHOOSING BRAND
COMPARISON CALCULATION

BRAND A B

FISHBEIN (QUESTIONNAIRE) 9 -8

EXTENDED FISHBEIN 7.8 -4

DIFFERENCE -1.2 4

CONCLUSION:

FROM COMPARISON CALCULATION IT CAN BE CONCLUDE THAT BRAND A HAS HIGHER SCORE
THAN B, SO BETSY WILL CHOOSE BRAND A RATHER THAN BRAND B, BUT THERE IS CHANGE IN
TOTAL SCORE (BEHAVIORAL INTENT SCORE), IT HAPPENS BECAUSE THERE IS A INFLUENCE BY
BETSY BOSS AND REALTOR PERSPECTIVE THAT CHANGE BETSY PERSPECTIVE IN CHOOSING THE
BRAND
Multiattribute Models
and Attitude Change
Strategies
 Brand Scores
Attributes
Attributes
Importance
Treadfast Bridgeyear Goodstone Linemich

Traction 35 4 8 7 9

Puncture
30 3 3 3 3
Res.

Affordability 15 8 4 6 2

Warranty 20 7 5 4 5
1. Describe one strategy through which Fivestar might be able to change consumers’ attitudes toward Treadfast
by changing the importance/desirability of attribute(s)
We change customers’ attitude toward Treadfast by changing the importance of attributes of affordability and
warranty. Through advertising we can provide information to the customers about our products that are
affordable and we also guarantee the quality by providing a warranty and de-emphasizing the traction
because Treadfast rate worse than other competitors.

2. Describe one strategy through which Fivestar might be able to change consumers’ attitudes toward Treadfast
by changing brand belief(s)
We change customers’ attitude toward Treadfast by changing the brand beliefs. For changing the brand beliefs
we make a comparison with other brand. According to the table from the survey we can see there’s a huge
difference between Treadfast and Linemich in the price and warranty. We can make an advertisement or short
video that showing the “less price and long warranty of Treadfast” rather than Linemich brand.

3. Describe one strategy through which Fivestar might be able to change consumers’ attitudes toward Treadfast
by adding a new attribute(s)
An additional attributes that we recommend is the noise level, as noted in the case, whereas the loudness of
the tire is not an important criterion that consumer consider when making their decision, it becomes issue to
consumer after the purchase. So Treadfast can adding a new attribute by "noise level ". it will give the
consumers more confident about our product..
THANK
YOU