Marketing consumer behavior. Need help with number 3.

A mult ottribute analysis was done to compare two membership retailers, Costco and Sam's club. Multiple respondents were osked to toke the following survey: 2. Please rate Costco according to the following attributes using the scale be low (brand evaluation): Price 3. Please rate Sam's Club according to the following attributes using the scale beiow (brand evaluation): Price The information obtained from this survey is (partially) summarized on the following table. MKT 4040 CONSUMER BEHAMOR - CASE Answer the following questions based on the scenario above. 1. Calculate the attitude scores for each store (Hint: values A, C, E, G, I, K, M for Costco; and values Assume you are hired as a marketer to improve the attitude scores for Sam's Club. Discuss each of the 4 ways of changing cognitive attitudes and if/how they would be applicable in this situation. [Hint: Go to Chapter 5&6 Lecture Slides (Part 1) Slide 17&18] a. Changing performance on weaker dimensions. b. Changing the perception of performance on weaker dimensions. c. Changing the importance weights. d. Adding a new attribute to the consideration list. A mult ottribute analysis was done to compare two membership retailers, Costco and Sam's club. Multiple respondents were osked to toke the following survey: 2. Please rate Costco according to the following attributes using the scale be low (brand evaluation): Price 3. Please rate Sam's Club according to the following attributes using the scale beiow (brand evaluation): Price The information obtained from this survey is (partially) summarized on the following table. MKT 4040 CONSUMER BEHAMOR - CASE Answer the following questions based on the scenario above. 1. Calculate the attitude scores for each store (Hint: values A, C, E, G, I, K, M for Costco; and values Assume you are hired as a marketer to improve the attitude scores for Sam's Club. Discuss each of the 4 ways of changing cognitive attitudes and if/how they would be applicable in this situation. [Hint: Go to Chapter 5&6 Lecture Slides (Part 1) Slide 17&18] a. Changing performance on weaker dimensions. b. Changing the perception of performance on weaker dimensions. c. Changing the importance weights. d. Adding a new attribute to the consideration list