Executive Summary
We passed out a Fishbein Style Attitude Analysis survey to thirty people asking them to compare Target and Sears. We used the following scenario: Pretend you just bought your first car and you need to get the oil changed. Your father is on a month long business trip and is not able to change it for you. Since you have never changed your own oil you must find a place that will provide one for you. You are trying to decide where to take your car to get your oil changed. Please place an X mark above the answer that best represents your opinion on the following items. We used a Likert scale ranging from -3 to 3. The seven attributes that we used included speedy service, brand name pricing, location, promotions, promotions, brand name oils, and personable employees. The people we chose to take our survey were close friends and family. We used convenience sampling.
From the information we gathered from our surveys, we constructed a graph of grand means. This graph shows the Ei, Bi, and Ei*Bi. The Ei represents the level of importance each attribute rates for the consumers that were sampled. The Bi represents the attitude towards that particular attribute. The Ei*Bi is the average data of each the Ei and the Bi multiplied together.
After analyzing our findings, we decided that LubeStop was the weaker company. Therefore, we made four management recommendations. Our first recommendation was to change the customer’s beliefs about LubeStop. We suggest that the company projects LubeStop as a more family oriented business, advertise that it is a faster business than Monro, and advertise how significant oi ...