Mathematical Model of Multi-Attribute Attitude Model

Let us identify the attitude for Online Travel Portals. The consumers are asked to evaluate the following attributes for online travel portals for holiday planning; holiday options, fares and taxes, website, hidden costs, customer communications, local support, payment options, working flexibility and product delivery and grievance handling

Let us rate these attributes on a scale of 1 to 10 for evaluation of the attribute being good or bad i.e. E_I 

 My ratings are:

The next task is to rate three brands of interest to determine whether the consumer believes each brand possesses each attribute (the B_O).

 To calculate the attitude about each brand of Online Travel Portal, multiply the attribute evaluations time the brand’s rating and sum for each brand:

I got the following Attitude scores:

Makemytrip = 681

Cox & Kings = 658               

Kesari = 626

what about you?

Next: Extended Multi-Attribute Model