Answer the questions presented in parts a - e based on the following survey results for soft drinks. These results identify the salient product attributes and how consumers rate various brands on these attributes. Assume that both e and b were measured on 7 -point scales ranging from 3 to +3. To receive full credit, please show all of your work. a. Using the Fishbein multi-attribute formulation, compute below the total attitude score for each brand and state which brand is most liked. (12.5 points) b. What is the highest total score a brand could receive given the current set of evaluations? (5 points) c. One way brand A might consider trying to improve consumers' attitudes towards its brands is to change the value consumers attach to the attributes. For each attribute, indicate those changes in the value scores that would maximize attitudes toward brand A (ignoring how this might affect attitudes towards competitive brands). If you believe that a change is unnecessary, then write "No Change" in the appropriate space. (5 points) Desired Attribute Value.Score High Carbonation Quenches Thirst Low Price Strong Taste d. An alternative strategy for Brand A is to consider changing consumers' beliefs about its brand. Now, identify those changes in the belief scores that would maximize attitude toward brand A. Again, write "No Change" if you believe a change for a given attribute is unnecessary. (5 points) Desired Attribute Belief Score High Carbonation Quenches Thirst Low Price e. In your answers to parts c and d, you identified multiple attitude change strategies. Next, identify which single change would result in the greatest improvement in attitudes toward brand A relative to its competitors. Be sure to clearly indicate whether you are proposing a change in attribute value or a change in brand belief. Justify your answer. ( 12.5 points) Answer the questions presented in parts a - e based on the following survey results for soft drinks. These results identify the salient product attributes and how consumers rate various brands on these attributes. Assume that both e and b were measured on 7 -point scales ranging from 3 to +3. To receive full credit, please show all of your work. a. Using the Fishbein multi-attribute formulation, compute below the total attitude score for each brand and state which brand is most liked. (12.5 points) b. What is the highest total score a brand could receive given the current set of evaluations? (5 points) c. One way brand A might consider trying to improve consumers' attitudes towards its brands is to change the value consumers attach to the attributes. For each attribute, indicate those changes in the value scores that would maximize attitudes toward brand A (ignoring how this might affect attitudes towards competitive brands). If you believe that a change is unnecessary, then write "No Change" in the appropriate space. (5 points) Desired Attribute Value.Score High Carbonation Quenches Thirst Low Price Strong Taste d. An alternative strategy for Brand A is to consider changing consumers' beliefs about its brand. Now, identify those changes in the belief scores that would maximize attitude toward brand A. Again, write "No Change" if you believe a change for a given attribute is unnecessary. (5 points) Desired Attribute Belief Score High Carbonation Quenches Thirst Low Price e. In your answers to parts c and d, you identified multiple attitude change strategies. Next, identify which single change would result in the greatest improvement in attitudes toward brand A relative to its competitors. Be sure to clearly indicate whether you are proposing a change in attribute value or a change in brand belief. Justify your answer. ( 12.5 points)