CONSUMER BEHAVIOR

Multi-attribute Models

The Fishbein Model

Understanding Consumer
Perceptions

Fishbeins Multi-attribute Attitude

Model
The Fishbein Model breaks down
consumer attitude about a product (brand)
into various attributes and collects
responses for each attribute separately.
Let us apply the model to a real product:

Attributes of Lipton Yellow Label

(Tea Bags)

Taste
Aroma
Color
Convenience (of usage)
Price
Availability
Packaging
Brand Image

The Behavioral Intentions Model

A modified version of the Fishbiens model
Two factors are seen to influence the
persons intention to act in a certain
manner:
1. His/Her intensity (attitude) towards acting
in that manner
2. Subjective Norms: Individuals
perceptions about how significant others
will react to such behavior

Fishbien Model applied to Lipton

Yellow Label (T-bags)
Each attribute is then presented to the
respondent in two separate statements:
the belief statement and the evaluation
statement, on a pre-defined ordinal scale.

Belief Statement
B1) In your opinion the taste of Lipton
Yellow Label (tea bags) is:
-2
-1
0
1
2
_________________________________________________________________________________
V.Bad
Bad
N/n
Good
V.Good

Evaluation Statement
E1) Taste is an important attribute to
consider while choosing a brand of tea
bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Belief Statement
B2) In your opinion the aroma of Lipton
Yellow Label (tea bags) is:
-2
-1
0
1
2
_________________________________________________________________________________
V.Bad
Bad
N/n
Good
V.Good

Evaluation Statement
E2) Aroma is an important attribute to
consider while choosing a brand of tea
bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Belief Statement
B3) In your opinion the color of tea made
thru Lipton Yellow Label (tea bags) is:
-2
-1
0
1
2
_________________________________________________________________________________
V.Bad
Bad
N/n
Good
V.Good

Evaluation Statement
E3) Color is an important attribute to
consider while choosing a brand of tea
bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Belief Statement
B4) In your opinion Lipton Yellow Label (tea
bags) are convenient to use:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Evaluation Statement
E4) Convenience (of usage) is an important
attribute to consider while choosing a
brand of tea bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Belief Statement
B5) In your opinion Lipton Yellow Label (tea
bags) are generally affordable:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Evaluation Statement
E5) Affordability (price) is an important
attribute to consider while choosing a
brand of tea bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Belief Statement
B6) In your opinion Lipton Yellow Label (tea
bags) are easily available:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Evaluation Statement
E6) (Easy) availability is an important
attribute to consider while choosing a
brand of tea bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Belief Statement
B7) In your opinion the packaging of Lipton
Yellow Label (tea bags) is:
-2
-1
0
1
2
_________________________________________________________________________________
V.Bad
Bad
N/n
Good
V.Good

Evaluation Statement
E7) Packaging is an important attribute to
consider while choosing a brand of tea
bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Belief Statement
B8) In your opinion the brand image of
Lipton Yellow Label (tea bags) is:
-2
-1
0
1
2
_________________________________________________________________________________
V. Low
Low
N/n
High
V.High

Evaluation Statement
E8) Brand image is an important attribute to
consider while choosing a brand of tea
bags:
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Calculation
A = EB
Where A represents the overall attitude (or
perception) of a respondent about a
product.
Overall attitude of a sample of
respondents would be calculated by taking
a mean of A-scores.

The Behavioral Intentions Model

BI = w1Ab + w2Sn
BI = Behavioral Intention
Ab = Attitude towards a certain behavior
Sn = Subjective norms
Ab = EB
Sn = BM

The Behavioral Intentions Model

Lets take a situation:
A person is considering whether to take
admission in a music school and learn
how to play different instruments, or
become a singer etc.

Ab = Attitude towards behavior

B1: Joining classes at the Mozart Academy
will satisfy my inner urge for creativity
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

E1: It is important to be creative

-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Ab = Attitude towards behavior

B2: Joining classes at the Mozart Academy
will expand my social circle
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

E2: It is good to have a wide social circle

-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Ab = Attitude towards behavior

B3: The Mozart Academy carries a high
brand image
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

E3: Brand image is an important factor for a

music school
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Ab = Attitude towards behavior

B4: The Mozart Academy is situated at a
convenient location
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

E4: Convenience/Location is an important

factor to consider while choosing a music
school
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Ab = Attitude towards behavior

B5: The Mozart Academy charges a
reasonable fee
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

E5: Price/Fee is an important factor to

consider before joining a music school
-2
-1
0
1
2
_________________________________________________________________________________
H.Disag.
Disag.
N/n
Agree
H.Agree

Sn = Subjective norms
S1: My mothers reaction to my joining the
Mozart music school would be:
-2
-1
0
1
2
_________________________________________________________________________________
H.Unf.
Unf.
N/n
Fav.
H.Fav.

M1: How much importance do I give to my

mothers opinion/reaction in this case:
-2
-1
0
1
2
_________________________________________________________________________________
V. Unimp.
Unimp.
N/n
Imp.
V. Imp.

Sn = Subjective norms
S2: My fathers reaction to my joining the
Mozart music school would be:
-2
-1
0
1
2
_________________________________________________________________________________
H.Unf.
Unf.
N/n
Fav.
H.Fav.

M2: How much importance do I give to my

fathers opinion/reaction in this case:
-2
-1
0
1
2
_________________________________________________________________________________
V. Unimp.
Unimp.
N/n
Imp.
V. Imp.

Sn = Subjective norms
S3: My friends reaction to my joining the
Mozart music school would be:
-2
-1
0
1
2
_________________________________________________________________________________
H.Unf.
Unf.
N/n
Fav.
H.Fav.

M3: How much importance do I give to my

friends opinion/reaction in this case:
-2
-1
0
1
2
_________________________________________________________________________________
V. Unimp.
Unimp.
N/n
Imp.
V. Imp.

Calculation
w1 = Assign weights to each BE factor
individually such that the sum should not
exceed 1
w2: = Do as above for each SM factor
Then calculate:
BI = w1Ab + w2Sn