MGT 103 Assignment 1

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University of California, Santa Cruz *

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103

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Marketing

Date

Jun 14, 2024

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docx

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Uploaded by ColonelOwlPerson28

Two competing brands of smartphones - iPhone and Samsung Galaxy. Schema for iPhone: Schema for Samsung Galaxy:

Attitude Model for iPhone: Attribute Belief Strength (1-10) Evaluation (-3 to +3) Product Design 9 +3 Performance 8 +2 Ecosystem Integration 8 +3 Attitude Score = (9 x 3) + (8 x 2) + (8 x 3) = 27 + 16 + 24 = 67 Attitude Model for Samsung Galaxy: Attribute Belief Strength (1-10) Evaluation (-3 to +3) Product Design 6 +2 Performance 7 +1 Camera Quality 8 +2 Attitude Score = (6 x 2) + (7 x 1) + (8 x 2) = 12 + 7 + 16 = 35

My attitude scores for iPhones indicate strong beliefs and positive evaluations across all attributes. I perceive iPhones as a leader in design, performance, and ecosystem integration, which aligns well with my general feelings toward the brand. These scores accurately represent my preferences, and they strongly influence my purchasing likelihood. I am more inclined to choose iPhones due to my positive attitude towards the brand. For Samsung Galaxy, my attitude scores are also generally positive, with strong beliefs and positive evaluations. While my attitude towards Samsung Galaxy is slightly lower compared to iPhones, it still indicates a favorable perception of the brand. I would consider purchasing Samsung Galaxy products depending on specific preferences and circumstances, especially considering their strong attributes like design, performance, and camera quality. Overall, the attitude scores effectively capture my feelings toward both brands, with iPhones being the preferred choice due to slightly stronger beliefs and evaluations across all attributes. However, my positive attitude towards Samsung Galaxy also influences my purchasing decisions, indicating a competitive market between the two brands.

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