Synthesis Question (24 points). Marketers from HelloFresh wants to understand customers' attitude toward their meal kit product. Based on some preliminary marketing research, the marketers identify that the customers' purchase intentions are influenced by their evaluation on the following four aspects of the product: convenience, food quality, contact free delivery, and cooking and eating experience. Further, their attitude is shaped both their own beliefs and the perceived social norms. These values from consumer A and B are reported in the table below. (Note: Responses on a scale of 1 to 7 where 1= strongly disagree and 7= strongly agree). The latter part of the table calculates the subjective norm associated with purchasing carrots with unusual shapes from each of the consumers' standpoints. Read the table below carefully and answer the following questions: Consumer B A You A B D E Variable Behavior Behavior Beliefs(bo) Meal kits are convenient Meal kits provide high quality food Meal kits provide contact-free service Meal kits create great cooking and eating experience Meal kits are expensive Outcome evaluation (e) Food that is convenient is desirable Food that is in high quality is desirable Food service that is contact-free is desirable Great cooking and eating experience are important to me Food that is expensive is desirable 7 4 7 5 6 4 7 7 5 7 A B D E 3 7 7 7 6 5 4 3 1 E Subjective Norms Normative Beliefs (NB) Sustainability practitioners think I should help reduce food waste by purchasing meal kits directly from farmers Doctors think I should eat fresh food from meal kits 7 4 F 4 7 G 7 3 E Food industry thinks I should buy meal kits Motivation to Comply (MC) In general I want to do what the sustainability practitioners think I should do In general I want to do what the doctors think I should do In general I want to do what the food industry think I should do 5 6 6 7 F G 2 1 Weights WA=Attitude Weight Wsn=Subjective Norm Weight 0.85 0.15 0.50 0.50 1. Fill in the last column based on your own attitudes toward meal kits. Please note that responses on a scale of 1 to 7 where l= strongly disagree and 7= strongly agree [2] 2. Calculate consumer A, B and your own attitudes about meal kits (A, = E-1 be:) [10] 3. Calculate consumer A, B and your own perceived social norms about meal kits (SN, = , NB,MC) [6'] 4. By summing up the estimated attitudes and the estimated perceived social norms, calculate consumer A, B and your own behavior intentions (Behavior Intention = AactWA + SNact Won = 1 be: + EM, NB,MC) [2] 5. If you refused to buy meal kits, what would be the reasons? [2] 6. If you bought meal kits, what would be the reasons? [2']