Question 1: As the marketing manager for John Hughes car dealership, you wish to predict whether an individual will purchase a new Volkswagen in the next month. Your team came up with the intention measure: "How likely is it that you will buy a new car soon?" to be used in the survey. You have argued that the measure is unlikely to predict the behavior of interest. Provide any three reasons why this is the case.
Question 2: Consider the following results for a TV set, based on Fishbein's multiattribute model:
Attribute Evaluation Brand Belief
Clear picture +3 +2
Low price +2 -1
Durable +3 +1
Attractive cabinet +1 +3
(i) What is the overall attitude score?
(ii) Suggest one strength and one weakness of the product as perceived by consumers.
(iii) Identify TWO possible changes that would enhance brand attitude.
(500-1000 words)