GROUP MEMBERS:
Atul Saboo
Saurav Jalan
Tarun Daga
Uma Balakrishnan
AGENDA
Fishbein Model
Using the Fishbein Model
Focus Group Study
Sample Details
Sample Questions
Attitude Towards Titan
Attitude Towards Timex
Key Observations
Comparison Between the Brands
Recommendations
FISHBEIN MODEL
MODEL :
Ao = ∑ ( bi * ei ) where i = 1
to n
Ao = Attitude towards the object
Bi= extent of belief that object
possesses attribute i
Ei = evaluation of attribute i
USING THE FISHBEIN MODEL
STEPS :
Sample Size: 30
Type of Sampling: Convenience & Judgment
Technique: Intercept interview
Survey Locations:
For Evaluation :
How important do you feel is accuracy as an
attribute in a wristwatch?
Unimportant Very Important
-3 -2 -1 0
+1 +2 +3
ATTITUDE TOWARDS TITAN
ATTRIBUTES Bi Ei BiEi
Accuracy 8.167 2.133 17.422
Durability 8.367 2.167 18.127
Price 7.733 0.367 2.836
Style 8.1 2.6 21.06
Innovation 7.8 1.967 15.34
Variety 8.2 2.367 19,407
Trust 8.433 2 18.667
Overall 111 . 059
Attitude
ATTITUDE TOWARDS TIMEX
ATTRIBUTES Bi Ei BiEi
Accuracy 6.733 2.133 14.364
Durability 6.933 2.167 15.022
Price 6.6 0.367 2.42
Style 6.167 2.6 16.033
Innovation 4.9 1.967 9.636
Variety 5.2 2.367 12.306
Trust 6.133 2 12.267
Overall 82 . 05
Attitude
KEY OBSERVATIONS
As observed , Titan is perceived as the leader
brand in each attribute
Hence Timex , with lower scores , is a follower
brand
Price is not very important for consumers, showing
people are more willing to spend on the product
Style and variety score higher than accuracy and
durability. This shows the move from being just a
timepiece to an accessory & fashion statement
Low durability score shows the attitude of people
wanting to change watches frequently
COMPARISON BETWEEN THE
BRANDS
Most important attributes sought by
respondents:
▪ Style
▪ Variety
▪ Durability
TIMEX (Bi*Ei) TITAN (Bi*Ei) DIFFERENCE
STYLE 16.03 21.06 -5.03