Questions, 1. Based on the first chart (overall scores), which brand/s is/are the better performing ones (where the consumers' attitude is more favorablel? Which is/are the poorer performing brand/s? 2. Based on the 2nd chart, which product ottnbutes are the most important to consumers in their purchase decisions which ones are of lesser importance ? 3. What particular attributes of these products perceived as superior (thot is, why are they considered to be the best? 4. Compare and contrast the two best brands 5. Now look at the two weakest brands (from chart i) and identify (from chart 2) why are they under-performing. Consider the importance of the attribute to the consumer's purchase decision as well. What should these brands do to improve their overall scores (that is, gain more favorable consumer attitudes)? 6. Do you think that it is helpful breaking down consumer attitudes to this level of details Why/why not? Total Attribute Scores 400 050 BOO SO 200 150 Attribute Ratings and Importance 10 00 9.00 8.00 7.00 6.00 5.00 400 3.00 2.00 100 0.00 Deha Trusted Quality TOVI orkide MM that does Good MGA AMER MGMPORTANCE