Consumer Behavior - Case Study Example

ANSWER1- The following asks a consumer to evaluate these attributes for Wal-Mart: Attribute: Product Quality Product Price Care Employment AccessibilityUse the numbers from the following scale to evaluate each characteristic of retailer.NeitherGoodExtremely Moderately Slightly nor Slightly Moderately ExtremelyGood Good Good Bad Bad Bad Bad+3 +2 +1 0 -1 -2 -3The consumer provides the following responses, which represent ei (an evaluation of the attribute as being good or bad)AttributeRating (ei)Product Quality+3Product Price+3Customer Care+2Employment-1Accessibility+2We then ask the consumer to rate three brands of interest to determine whether the consumer believes each brand possesses each attribute (the bi).

Use the following scale to how likely it is that each brand possesses the characteristic. Neither LikelyExtremely Moderately Slightly nor Slightly Moderately ExtremelyLikely Likely Likely Unlikely Unlikely Unlikely Unlikely+3 +2 +1 0 -1 -2 -3 AttributeWal-MartTargetKmart/searsProduct Quality+3+3+2Product Price+3+2+1Customer Care+2+2+1Employment-1+10Accessibility+2+1-2To calculate the consumer's attitude about each retailer using the Original Fishbein Attitude Model, multiply the attribute evaluations time the brand's rating and sum for each brand:Ao = bieiAttributeRating (ei)Wal-Mart (bi)biei for Wal-MartTarget (bi)biei for TargetKmart/sears (bi)biei for Kmart/searsProduct Quality+3+3+3+2Product Price+3+3+2+1Customer Care+2+2+2+1Employment-11+11Accessibility+2+2+12Attitude ScoresWalmart- 25Target-20Kmart/Sears-14Answer 2- The customer is always the boss when it comes to buying.

If he doesn't feel the product is worth it he can always back out. The customer is inconsistent about Wal-Mart because he doesn't want to be steadfast with just one retailer. Loyalty programs often restrict a customer's choice. Everybody does not subscribe to the tagline "good buy at a cheap price" instead they believe "you get for what you pay". Under the globalization, the world has become a village. People have accepted it. For them it is extraneous to know whether the product is made in china or U.

S as long as there is no compromise in the quality. These factors make the customer inconsistent.Such inconsistent buyers surely do not have Wal-Mart in their priority list. They are highly sensitive about shopping. Their inconsistency can be only resolved by offering them better than good. So that Wal-Mart can at least grab a place as a surrogate.The following Points need to be kept in view while resolving the inconsistency.1. Consumers should not be easily influenced by advertisements.2. Consumers should place Quality as Paramount as there choice will affect health, environment or society in some way or the other.

Even when they budget they should opt for products which are the best in that range. 3. Consumers should not make too many presumptions about a retailer.4. Consumer who are brand conscious should try and have a look at other brand products.5. They cannot afford to have a callous attitude by saying "how does it affect me, I don't care". They need to give up this nave attitude.