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Fishbein's Multi Attribute Model

Fishbein's Multi Attribute Model is a model used to understand consumer decision making processes. It breaks down a consumer's overall attitude towards a product into smaller components called attributes, such as benefits, features, and functions. The model measures three elements that influence a consumer's attitude: their beliefs about an attribute, the importance of an attribute, and their evaluation of important attributes. Combining these three elements provides a formula to understand a consumer's attitude towards a brand based on the attributes it possesses. Fishbein's model states that a consumer's attitude is a function of their evaluation of a product's presence or absence of certain attributes. It is a method used by companies to understand the reasons behind a customer's purchase decisions.

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714 views2 pages

Fishbein's Multi Attribute Model

Fishbein's Multi Attribute Model is a model used to understand consumer decision making processes. It breaks down a consumer's overall attitude towards a product into smaller components called attributes, such as benefits, features, and functions. The model measures three elements that influence a consumer's attitude: their beliefs about an attribute, the importance of an attribute, and their evaluation of important attributes. Combining these three elements provides a formula to understand a consumer's attitude towards a brand based on the attributes it possesses. Fishbein's model states that a consumer's attitude is a function of their evaluation of a product's presence or absence of certain attributes. It is a method used by companies to understand the reasons behind a customer's purchase decisions.

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west
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Fishbein's multi attribute model

Fishbein's Multi Attribute Model attempts to explain the reasoning a customer had
when purchasing a specific product. The outcome of the model helps to understand
consumer decision making processes and different ways to potentially influence this
process. The Multi Attribute Model breaks down the consumer's overall attitude and
behavior into smaller components. These components are known as product
attributes which can be things like perceived benefits, functions or product features.
The model measures 3 elements of attitude, one of them being the beliefs a
customer has about an attribute. The importance and relevance of an attribute and
finally the evaluation of each of the final important attributes. When the three of these
elements are combined the basic formula can be used:

i= attribute
J= brand
K= consumer
I= the importance weight given attribute I by consumer K
β=consumer k’s belief regarding the extent to which brand j possesses attribute I
A= a particular consumers attitude score for brand j

The Multi Attribute Model states that a consumer’s attitude towards a product is a
function of the presence or absence of certain attributes, and the corresponding
evaluation.

Discovering consumer insight has become a strategic advantage for businesses


looking to differentiate products and services through a more precise targeting of
specific consumer segments. Different methods are used to identify and analyse
customer data. Fishbein's Multi Attribute Model is one method used to identify the
reason behind a customer's purchase of a product.

(Link findings from complex positioning map to model)


Ikea has been the largest furniture retailer since 2008 and they continue to grow.
One of the main reasons Ikea has reached such stages as a company is due to the
extensive customer research they conduct. These consumer insights are essential
for ikea as they allow them to differentiate their product and brand from competitors.
One way Ikea has benefited from consumer insights is that they found out that a
large number of their consumers want sustainable consumption which led to Ikea
launching their “buy back” service in 2020 where customers can sell their old ikea
furniture back to the retailer. This has helped Ikea to become more sustainable in
their product life cycle and also helped them to create a more loyal customer base.
However this is one example of customer insight Ikea has discovered and took
advantage of. Fishbein's multi attribute model is a method to explain customers
buying decisions. Ikea can potentially use this method to understand the reasons
behind every customer's purchase. For example Ikea can distribute surveys which
ask customers to rank certain attributes of Ikea like in Fishbein's Model. This will
allow Ikea to see what attributes are the highest rank and act accordingly on
improving them.

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