Problem
I. Construct a multi-attribute model for fast food restaurants. List 4-5 major brands (e.g., McDonald's, Subway...) (i) Pick your favorite brand based on intuition (ii) Decide 4-6 important attributes (iii) Rate the importance of each attribute (iv) Rate the attribute beliefs for each brand (v) Calculate the total attitude score for each brand (Include calculation process) (vi) Is your total score consistent with your intuition? Rate the importance and beliefs on 5-point scales (1-very bad, least important, 5-very good, most important)
II. Suppose you are the marketing manager of the brand with the lowest attitude score. Develop marketing strategies to convince your consumer to buy your product (instead of the one with the highest evaluation score).