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IMC Attribute Model

The document discusses the Multi-Attribute Attitude Model and how it can be used to analyze consumer attitudes towards products. It provides an example of how the model was used to evaluate consumer perceptions of two refrigerator brands, IFB and Whirlpool. For IFB, the key attributes identified for improvement were price. For Whirlpool, the attributes identified were value, features, and capacity. The Multi-Attribute Attitude Model breaks down a consumer's overall attitude into individual ratings of a product's attributes and their importance in order to identify specific areas for brands to enhance.

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46 views3 pages

IMC Attribute Model

The document discusses the Multi-Attribute Attitude Model and how it can be used to analyze consumer attitudes towards products. It provides an example of how the model was used to evaluate consumer perceptions of two refrigerator brands, IFB and Whirlpool. For IFB, the key attributes identified for improvement were price. For Whirlpool, the attributes identified were value, features, and capacity. The Multi-Attribute Attitude Model breaks down a consumer's overall attitude into individual ratings of a product's attributes and their importance in order to identify specific areas for brands to enhance.

Uploaded by

shrutigarg3636
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Integrated marketing Communication

IFB REFRIGERATOR

NITESH AGARWAL
PGP24318
Core 3
Multi Attribute Attitude Model
The Multi Attribute Model divides the total attitude and behaviour of the consumer into more
manageable parts. These elements, which are collectively referred to as product attributes,
may include features, functionalities or perceived advantages of the product. Therefore, it can
be claimed that the Multi Attribute Model says that a consumer's attitude towards a product
depends on how they perceive the features of the product and how they feel about the
important qualities.
AB = Σ BI × EI
Where,
AB = attitude toward a brand
BI = beliefs about the brand’s performance on attribute i
EI = importance attached to attribute I
N = number of attributes considered

IFB REFRIGERATOR

Features Beliefs (BI) Importance (II) BI * E I


Electricity 4 5 20
Consumption
Capacity 4 4 16
Features 4 5 20
After Sales Service 4 3 12
Value (Benefits- 4 5 20
Cost)
Price 3 5 15
Variants 3 3 9
Total 112
Competitor: WHIRLPOOL REFRIGERATOR
Features Beliefs (BI) Importance (II) BI * E I
Electricity 4 5 20
Consumption
Capacity 4 3 12
Features 4 4 16
After Sales Service 3 4 12
Value (Benefits- 4 3 12
Cost)
Price 5 4 20
Variants 3 3 9
Total 101

From the Multi-Attribute Attitude Model, it is inferred that LG Refrigerator has to work on some of
its attributes like

1. Value
2. Features
3. Capacity

From the Multi-Attribute Attitude Model, it is inferred that IFB Refrigerator has been doing overall
better than Whirlpool but there are still some of its attributes that can be improved like

1. Price

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