Multiattribute Theory of Wal-Mart Essay Example | Topics and Well Written Essays - 750 words

Multiattribute Theory of Wal-Mart - Essay Example The relative personal importance of each attribute was considered on a scale of 1-10 and indicated. Similarly, each belief about the establishments was scored on a scale of 1-10. Finally, the Multiattribute index for each firm was computed using the Fishbein model’s formula. The purpose of this study was to determine whether scored attributes and beliefs of establishments correlate to the purchasing behavior of the consumer (Deb & KÃ ¶ksalan, 2010). The study revealed that the scored attributes and beliefs do not correlate to the purchasing behavior of the consumer. Kmart was found to have the highest index of 298 followed by Wal-Mart with a score of 271. The establishment with lowest score was Sears with 187. So, there was a perceived difference in the overall score of attributes. This means that the beliefs concerning various attributes vary from one establishment to another. In terms of the price, which is rated as highly important, of the various establishments, K-Mart is believed to have fair prices, followed by both Wal-Mart and Sears, which have equal ratings. The belief that a certain store charges lower or higher prices as compared to other stores influences the purchasing behavior of the buyers (KÃ ¶ksalan & Sagala, 1995). Convenience, quality, guarantee of satisfaction and job security were also rated highly in terms of importance, with each having a score of at least 7. However, their scores of believes vary from one establishment to another. Wal-Mart has the highest score in terms of quality followed by K-Mart, while Sears has the lowest score of 3. Both Wal-Mart and K-Mart are rated equally in terms of convenience and satisfaction guarantees. Variety, wages, good neighbor, and environment protective are all rated with scores of not more than 5, in terms of importance. Even in terms of believes, they still rated below 5. This means that these attributes may not matter so much to a buyer when making a purchase. This attributes are clearly known