The attitude of a consumer towards a given firm and its products is determined by the value the consumer attaches to the attributes possessed by the products or the firm. An object being promoted may have different attributes. However, the consumer’s perception of the importance of these attribute is what determines their attitude towards the object. In addition to this, it is also crucial to note that the consumer’s perception of whether the product possesses the attributes or not also influences their attitude towards the object. In this exercise, my attitude towards six supermarket chains was assessed. The attributes of these supermarkets that formed the basis for analysis include, their pricing strategy, convenience associated with purchasing their products, the quality of their products as well as the variety they offer.
Moreover, my attitude towards these supermarkets was also assessed on the basis of attributes like the level of satisfaction realized from the use of their products; how they remunerate their employees, the employment opportunities they provide and also the job security. Various weights are attached to each of these attributes depending on their importance. In my opinion, the most important attributes are quality, variety and environment protection. This therefore means that organizations which offer high quality products, provide a variety of products and are concerned about environmental protection are the best business entities. I will therefore only purchase from supermarket chains which possess these attributes (Solomon 2004).
In my opinion, the company which scores highly in the important attributes like quality variety and environmental protection is ASDA. The company has scored highly not only in the three most important attributes but also in the others like price and convenience. The reason why I purchase goods and services from ASDA is because of the high quality of its service. Obtaining high quality goods and service from a supermarket chain is very important because this ensures that I have acquired the value of my money. Wal-Mart comes second as far as my preference is concerned. This is because the multi-attribute index for ASDA is 386 while the index for Wal-Mart is 384.
This means that the two supermarket chains almost hold the same positions as far as my attitude and purchasing behavior is concerned. A closer evaluation of the two supermarket chains reveals that ASDA is better than Wal-Mart at delivering goods and services to consumers in the most convenient manner. Wal-Mart however provides goods and services at higher quality than ASDA. These attributes play a very important role in influencing my attitude towards the supermarket chains. From the multi-attribute mode, it is clear that I am less likely to purchase goods and services from Target.
This is because this firm does not seem to possess the attributes that I consider to be important. It is therefore important to note that my attitude towards the supermarket chain is influenced by their possession of the specific attributes and my perception of the importance of these attributes (Mullen and Johnson 2013). If I perceive that the supermarket possesses a particular attribute which I also consider to be important then I will have a positive attitude towards the company. This is main reason why I enjoying purchasing from ASDA and Wal-Mart and not in the other supermarket chains. Likewise, it is the reason why I enjoy purchasing from ASDA than Wal-Mart.
Mullen, B. & Johnson, C., (2013) The Psychology of Consumer Behavior New Jersey: Psychology Press
Solomon, Michael R. (2004) Consumer Behavior, 9/e Vitalsource eBook for Ashford University. Pearson Learning Solutions. VitalBook file.