application of fishbein multi attribute model in analysing

Application of Fishbein Multi – Attribute Model in Analysing

Difference in Consumer Attitude Towards Selective Apparel

Brands in Bangalore

Abstract – The Indian apparel retail industry is swayed mostly by the preference of the

millennials as they are profoundly brand conscious, daily exposed to different advertisements,

their preference for a better standard of living and they possess ample disposable income with

them. With the presence of the various international and national brands in India their choices

of preference have increased and so did the competition among them. Some apparel brands

have become quite popular and many companies have set up their stores all over Bangalore

which makes it convenient and easily accessible for them to buy products of their preferred

brands from various retail outlets. Apparel brands must understand this and be congenial with

the latest market trends to compete in the market. Levi’s, Lee, Wrangler and Flying Machine

were selected for the study. This study is to explore the consumers’ attitude and their beliefs

towards selected apparel brands, to understand why a consumer prefers a particular brand using

the Multi-attribute Fishbein model, it also tries to explore the salient features of consumers’

attitude that they look out for regarding the apparel brands in Bangalore among price, quality,

design and variety. A structured questionnaire survey was conducted on 152 consumers for

their opinion on their beliefs and the evaluation on those beliefs. The Fishbein model evaluates

the attitude of the consumers towards the selected apparel brands based on their salient beliefs

to identify the most preferable brand contemplated in the study. A t-test was conducted to make

a paired comparison of the distinct attributes which are considered for the study among the

various selected brands to make a conclusion about the prevalent brand.

Keywords: Attitude, beliefs, Apparel brands, Multi-attribute Fishbein model, t-test.

Arshad Khan

Student

Ramaiah Institute of Management,

MS Ramaiah Nagar,

Bangalore.

Prof Mallieswari R

Assistant Professor

Ramaiah Institute of Management,

MS Ramaiah Nagar,

Bangalore.

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I. Introduction

In order to evaluate an attitude, it is very important to know why a consumer prefers a particular

brand. The present study is an attempt to understand the consumers’ attitude towards selective

apparel brands in Bangalore it also tries to explore the salient features of consumers’ attitude

that they look out for regarding the apparel brands in Bangalore among price, quality, design

and variety. The retail industry space demand is expected to increase at the rate of 81% and is

expected to include 39 million Sq ft of space by the end of 2022, of which 71% will be in

around the metro cities and tier-I cities. With the incoming of International brands in India it

has led to increase in competition with the Indian retailers. International brands are trying to

make an impact in the Indian market by penetrating in various cities across India. The organised

retail segment is growing at a steady rate of 19%.

Efforts which are made by the Financial Institutions from banking to non-banking sectors have

enabled consumers to purchase goods from the retailers with easy credit or loan options and

simple payment schemes. With the introduction of Goods and Service Tax (GST) as a form of

a single unified tax system four tax slabs at 5%, 12%, 18% and 28% for different types of items

has made a positive impact by lowering the indirect tax, improving the supply chain efficiency,

and effortless input tax credit.

Investments made through FDI has played a major role in the Indian retail sector, it has brought

global multi-national brands to our doorstep. It has brought growth in the economy, created job

opportunities, benefitted the consumers with quality products, in all FDI has opened up new

avenues for growth in the retail sector.

The Indian retail industry has emerged as one of the most dynamic and fast-moving industries

which is mainly cause due to the entry of several new upcoming players in the market. Retailing

in India contributes an account of over 10% of the country’s Gross Domestic Product (GDP)

and fulfils around 8% of the employment in the country. The Indian retail market which is

growing at a fast paced rate to reach US$1.1 trillion by 2020, while the modern retail market

in India is expected to double in its size over the next few years. The retail sector in India is

highly dominated by the unorganized retail sector, where it forms around 93% of the overall

trade that happens. This is in comparison with the developed countries where the organised

retail sector accounts for almost 80% of the total retail trade that occurs. This highlights a lot

of scope for further significant growth of the organized retail sector in India.

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The sector can be broadly classified into two parts, firstly Value retailing, it is typically a low

margin-high volume business which mostly consists of food and groceries and Lifestyle

retailing, a high margin-low volume business which consists of apparels, footwear, etc. The

sector is further sub classified into various categories, depending on the types of products

offered.

A change from the traditional retail sector to organised retail sector is taking place because of

the changing consumers’ due to the growing middle class, their expectations, higher disposable

income, preference for goods which are luxurious, changing demographic mix, etc. This is

further magnified with the convenience of shopping on online stores through online shopping,

multiple brands and choices coming under single roof, and due to the increase of mall culture,

etc. These factors are driving the organized retail growth in India in the long run.

The online retail is growing at a very fast pace and in India online retailing is expected to be at

more profitable with the physical stores in the upcoming years, which is driven by robust

investment and the increasing number of internet users in the country.

The retail market in India is expected to have a growth rate of 12% per annum, which is driven

by the growing urbanization, rising income of the population, younger demographics of the

people and rising aspirations of the people who belong to the middle class. Modern trade is

expanding twice as fast at 20% per annum and traditional trade is growing at 10%.

Indian apparel industry is currently undergoing a rapid change which is shaping out to become

an important part of the global supply chain. India is one among the few of the countries that

owns the complete supply chain through proximity from its diverse fibres to the large markets

and this supply chain does provide more than 70% of its production to the domestic market,

and is highly capable to offer a high variety of products and its applications.

II. Literature Review

In this study we have explored the relationship between beliefs and the evaluation of

various attributes which helps to find the attitude towards a product or a brand. The Fishbein

model is one among the most influencing Multi-attribute model which was developed in the

year 1967 considers the various attributes to evaluate the attitude, Tabassum and Rahman

(2012) analysed how the Fishbein model can be helpful in understanding the consumer

attitude towards fast food restaurants in Bangladesh. No previous comparative study was

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conducted using the multi-attribute attitude model, which measures the consumers’ attitude

in terms of salient beliefs. To fulfil this objective, based on a pretest on a small sample

conducted before the actual survey four restaurants namely Pizza hut, KFC, Helvetia and

Western Grill were selected and four attributes quality, price, quick service and environment

of the restaurant associated with every restaurant was evaluated based on the belief and the

attitude evaluation the overall attitude was found for every restaurant and it was found that

the respondents had different attitudes towards the restaurants another objective was to

compare the restaurants based on the attributes a paired comparison was conducted and the

signifying factors were evaluated. Similarly in an another study by Pratima Singh (2014)

which focused on the difference in beliefs and consumers’ attitude towards fast food

restaurants namely Domino’s, pizza hut and McDonalds in Gwalior by using survey method

(n=60). Various attributes such as the atmosphere, food quality, pricing and quick service

were considered to calculate the overall attitude on the restaurants and then a paired

comparative study was conducted among the restaurants based on those attributes the

Fishbein model was considered for the study to evaluate the overall attitude and to compare

the attributes among the restaurants a t-test was conducted with the mean pairs of the

attributes of the restaurants.

Sandip Sarker (2012) had conducted a study on the Financial Institutions and compared

the private and nationalized banks in Bangladesh to calculate the attitude of the customers

based on the various attributes using the Fishbein model which included the ATM booth

service, service charges, smooth service, reliability, credibility, hospitality etc. Mandeep

Kaur (2014) mainly focused on the customers behaviour towards apparel stores in Tier-1

and Tier- II cities in India to study the effect of on the buying behaviour towards organised

apparel stores, 30 attributes based on the price, colour, size, fabric type, quality etc were

considered for the study respondents were questioned about their buying behaviour. To

compare the attitude of the consumers’ from Tier I and Tier II cities a t-test was carried out

to compare their mean scores, priorly a Levene test of homogeneity of variance was also

applied to determine the suitability of t-test and to determine difference among the

respondents from both the categories. Fishbein model states that attitude of consumers’

leads to their buying behaviour.

Alsamydai (2015) analysed about individual’s attitudes on sent messages through

electronic communication means and the effect of these messages on individual attitudes.

The study included many attitudes which are considered in the sent messages through

different electronic communication means to determine the individual’s assessment for

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these elements and their importance, it also considered the belief aspect which is involved

in sending messages through twitter, Facebook, websites, mobile phones and e-mail for the

assessing these individual attitudes towards them and the effect of each means of

communication on individual attitude. Various attributes towards mobiles phone messages

were considered in the study which include the content, interactive, subjectivity,

dependency, credibility, understanding, interest, attractiveness, communication, flexibility,

convection and response. The main objective of the study was to understand the consumers’

attitude towards messages sent through various electronic communication mediums, also to

determine the consumers’ attitudes towards the sent messages by business organizations.

The study model included four dimensions: the first dimension was the evaluation which

includes the importance of attribute of the sent messages through electronic communication

means. The second dimension is based on the belief aspect evaluating on how far the

properties are available in electronic communication, the third dimension measures

individual attitudes and their value towards these messages and the fourth dimension focuses

on the effect of these media messages on individual attitudes.

The Fishbein model is used because it is based on the theory of creation and change of

the attitude, and that how attitude plays and important role in accepting or rejecting an

attribute, in this study it is used for measuring the attitudes to determine the consumers

attitude towards the messages of the electronic communication and the impact of these

messages that they have on these attitudes.

In a study conducted by M Rupesh Kumar (2016) analysed the factors influencing the

shoppers preference in selecting Multi-Brand Outlet were analysed in selecting a category

among three retail categories were considered such as staying with the same MBO or to

move from one MBO to another or to shift to an MBO from an Exclusive Brand Outlet

(EBO). Nine attributes and their subsets which defy a stores image which were merchandise

(assortment, quality and selection), service (sale-person, returns, self-service, delivery and

credit policy), physical facilities (elevators, lighting, air-conditioning and washroom

facilities), clientele (social class, self-image, congruency and store personnel), convenience

(location and parking facilities), promotion (sales promotion, advertising and displays),

outlet atmosphere (feeling of warmth and acceptance), institutional factors (reputation,

conservative or modern) and post-transaction satisfaction (return and adjustment policies by

the outlets). To analyse the data Kendall’s (W) coefficient of concordance is used to identify

the extent of similarity among respondents who stay with the same MBO. Adi Nugraha

(2017), made an analysis of consumers’ attitude using Fishbein Multi-attribute approach

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was used through descriptive method in the study a questionnaire on 405 samples on popular

smartphones operating systems such as Blackberry, Android and iOS in Bandung

(Indonesia). Subjective norm variable that was used in this study were mostly expert, family,

friends, media and sellers.

Jasuli (2018) in a study analysed how the students attitudes towards e-learning using

Fishbein Multi-attribute approach which was used to determine the attributes that were

considered to be dominant by the students in using e-learning. Non-probability sampling

with a sample of 100 respondents through a questionnaire. A semantic differential scale was

used in the questionnaire. The various factors or attributes attached to e-learning which were

considered in the study were non-linearity, self-managing, feedback interactivity,

multimedia learners, just in time, dynamic updating, easy accessibility and collaborative

learning. A validity test and reliability test was used for data analysis, the validity test is

used to know whether it already measured the right concept and reliability with the

consistency and stability of the measurement. Art Shala (2018) focused mainly on the e-

retailing service quality attributes and its effects in brand loyalty in e-commerce platforms,

the four attributes considered for this study of service quality were website design,

reliability/fulfilment, security or privacy and consumer service and their affects towards the

brand loyalty which is measured through the consumers’ intention to repurchase the same

brand on upcoming occasions and consumers’ incentives to pay a premium price for the

brand, when they are faced with a local and a global brand. In a study by Zobi Khan (2019)

an analysis of the influence of apparel/clothing brands through social media marketing

activities (SMMA) on brand equity and consumer response was analysed through a survey

on 406 respondents who use the apparel brand on various attributes such as brands

awareness, brand image, price premium willingness, consumer loyalty.

III. Methodology

Applied research is used in this study which intends to identify the selected apparel brands to

explore the salient beliefs and to find its evaluation regarding selected apparel brands. The

sampling plan included consumers’ who were users of the apparel brands in Bangalore. The

target population comprised of regular consumers’ of the apparel brands. A sample size of 152

respondents were taken in the survey based on convenience sampling. The primary source of

data was collected through a questionnaire and secondary sources of data were collected

through research papers, websites and journals.

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The Indian retail apparel industry has a potential of growth so it is important to understand the

consumers’ attitudes towards their preferred apparel brands in Bangalore. There are various

attributes through which a consumer perceives about a brand, this study intents to evaluate

those attributes and the major influencing factors among them through the Fishbein Multi-

attribute model. This model will help to represent different attributes and their beliefs and

evaluation through a linear equation.

The study aims to understand the perception of the consumers’ on different apparel brands their

beliefs and attitudes on those brands before the purchase and after their purchase. It also reveals

the factors that influence the consumers’ on their buying behaviour and preference. Various

attributes of the selected apparel brands are considered for the study.

The objectives of the study are:

To measure the consumers’ attitude towards well known apparel brands.

To distinguish between imperative values associated with apparel brands.

To explore the evaluation to beliefs regarding apparel brands.

The statistical testing has been performed using the tools: Fishbein Multi-Attribute Model

and t-test. A consumers’ attitude towards any particular product or an object (A0), the belief

that the product has certain benefits, value, or features termed as attributes which is the

result of his prior knowledge before acquiring the product through various sources or

advertisements, word-of mouth, social media influence, etc. (Bi), and the consumers’

evaluations based on these attributes which could be positive or negative after acquiring the

product (Ei).

Symbolically, it is represented as:

𝐴0 =∑𝐵𝑖𝐸𝑖

𝑛

𝑖=1

Graphs and charts (Bar Graph, Pie charts) were drawn in order to perform better analysis of

the subject. The present study has certain limitations like, the study is bounded only for the

residents of Bengaluru and confined to selected apparel brands.

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IV. Results

From the questionnaire the results were evaluated from 152 respondents.

Chart-1 Customers preference for apparel brands Chart-2 Associated attributes with each brand

From the results it was found that Levi’s was the most preferred brand among the selected

apparel brands which proves its strong presence in the apparel market in Bangalore.

When asked about the associated attribute with each brands Lee was associated to be having the

best price among all the brands, Wrangler was responded highest in terms of good quality. Levi’s

and Lee was responded highest among good design and Flying Machine was responded highest in

terms of good variety.

Fishbein multi-attribute model

Attitude towards any particular product or an object (A0), the belief that the product has certain

benefits, value, or features termed as attributes which is the result of his prior knowledge before

acquiring the product through various sources or advertisements, word-of mouth, social media

influence, etc. (Bi), and the consumers’ evaluations based on these attributes which could be

positive or negative after acquiring the product (Ei).

According to the Fishbein model :

𝐴0 =∑𝑏𝑖𝑒𝑖

𝑛

𝑖=1

41%

14%

27%

18%

Preferred brand

Levi's®

Lee

Wrangler

Flying Machine

12

5762

2118

50

61

23

13

63

41

35

12

28

50

62

0

10

20

30

40

50

60

70

Good Price Good Quality Good Design Good Variety

Levis Lee Wrangler Flying Machine

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Where,

A0 = Attitude towards the object

bi = The strength of the believe the object has attribute i

ei = The evaluation object i

n = number of salient beliefs about the object

Salient belief and belief evaluation based on price(p), quality(q), design(d) and variety(v) to

evaluate the overall attitude towards the apparel brands.

Attitude Towards Levi’s®

ALevi’s® = (bp×ep) + (bq×eq)+(bd×ed)+(bv×ev)

ALevi’s® = (12.23) + (14.38) + (12.67) + (12.72)

ALevi’s® = 52

Attitude towards Lee

ALee = (bp×ep) + (bq×eq)+(bd×ed)+(bv×ev)

ALee = (12.70) + (13.58) + (12.51) + (11.50)

ALee = 50.29

Attitude towards Wrangler

AWrangler= (bp×ep) + (bq×eq)+(bd×ed)+(bv×ev)

AWrangler = (13.16) + (14.47) + (13.02) + (13.06)

AWrangler = 53.71

Attitude Towards Flying Machine

AFlying Machine = (bp×ep) + (bq×eq)+(bd×ed)+(bv×ev)

AFlying Machine = (12.42) + (13.61) + (12.65) + (13.24)

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AFlying Machine = 51.92

Table 1: A comparative evaluation among the selected apparel brands is presented in the

table below based on the salient beliefs.

Salient beliefs Levi’s® Lee Wrangler

Flying

Machine

Price 12.23 12.70 13.16 12.42

Quality 14.38 13.58 14.47 13.61

Design 12.67 12.51 13.02 12.65

Variety 12.72 11.50 13.06 13.24

Total Attitude 52 50.29 53.71 51.92

From the above analysis it is clear that consumers’ attitude towards all the apparel brands

are not the same as, ALevi’s® (52) ≠ ALee (50.29) ≠ AWrangler (53.71) ≠ AFlying Machine (51.92).

For the first hypothesis, null hypothesis H0 of the research is rejected and we can conclude

that the consumers’ attitude vary for the apparel brands.

The second hypothesis assumes that

The consumers’ has similar attitude towards the price of the apparel brands

Thus H2 : Levi’s® price = Lee price = Wrangler price = Flying Machine price,

Representing Levi’s® as Lv, Lee as Le, Wrangler as W and Flying Machine as FM and the

attributes p = price, q = Quality, d = Design and v = Variety.

The above hypothesis can be written as :

H2 : Lvp = Lep = Wp = FM p,

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The hypothesis can be broken based on paired comparison technique

H2a : Lvp = Lep

H2b : Lvp = Wp

H2c : Lvp = FMp

H2d : Lep = Wp

H2e : Lep = FMp

H2f : Wp = FMp

Similarly, The third hypothesis assumes that

The consumers’ has similar attitude towards the quality of the apparel brands

Thus H3 : Levi’s® quality = Lee quality = Wrangler quality = Flying Machine quality,

Representing Levi’s® as Lv, Lee as Le, Wrangler as W and Flying Machine as FM.


H3 : Lvq = Leq = Wq = FM q,


H3a : Lvq = Leq

H3b : Lvq = Wq

H3c : Lvq = FMq

H3d : Leq = Wq

H3e : Leq = FMq

H3f : Wq = FMq

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Similarly, The fourth hypothesis assumes that

The consumers’ has similar attitude towards the design of the apparel brands

Thus H4 : Levi’s® design = Lee design = Wrangler design = Flying Machine design,



H : Lvd = Led = Wd = FM d,


H4a : Lvd = Led

H4b : Lvd = Wd

H4c : Lvd = FMd

H4d : Led = Wd

H4e : Led = FMd

H4f : Wd = FMd

Similarly, The fifth hypothesis assumes that

The consumers’ has similar attitude towards the variety of the apparel brands

Thus H5 : Levi’s® variety = Lee variety = Wrangler variety = Flying Machine variety,



H5 : Lvv = Lev = Wv = FM v,


H5a : Lvv = Lev

H5b : Lvv = Wv

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H5c : Lvv = FMv

H5d : Lev = Wv

H5e : Lev = FMv

H5f : Wv = FMv

Paired evaluation of apparel brands:

Table 2: Paired Comparison and Hypothesis testing for Attitude about Price.

Pairs t-test Sig. (2-

tailed) Decisions

Pair 1 Lv vs Le -2.5 0.2422 H1aO : Accepted

Pair 2 Lv vs W -3.5 0.0163 H1bO : Rejected

Pair 3 Lv vs Fm -0.636 0.6392 H1cO : Accepted

Pair 4 Le vs W -2.714 0.0277 H1dO : Rejected

Pair 5 Le vs FM 4.333 0.1444 H1eO : Accepted

Pair 6 W vs FM 3.2 0.1928 H1fO : Accepted

After the paired comparison and the t-test conducted, significant differences were found

among the pairs Levi’s and Wrangler( Pair 2) and Lee and wrangler ( Pair 4) in terms of

attitude of the price, since p-value was less than 0.05, H1bO and H1dO (Null hypothesis) is

rejected. No significant differences were found in other pairs. Hence, we conclude that

consumers’ have a similar attitude of price towards the other pairs.

Table 3: Paired comparison of hypothesis testing for attitude about quality:

Pairs t-test Sig. (2-

tailed) Decisions

Pair 1 Lv vs Le 0.5 0.7048 H2aO : Accepted

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Pair 2 Lv vs W -0.555 0.6772 H2bO : Accepted

Pair 3 Lv vs Fm 2.636 0.2308 H2cO : Accepted

Pair 4 Le vs W -0.661 0.6282 H2dO : Accepted

Pair 5 Le vs FM -0.063 0.9598 H2eO : Accepted


After the paired comparison, significant difference in the consumers’ attitude were found

with regards to the quality of the brands. This shows that the consumers’ attitude towards

the quality of the brands are similar.

Table 4: Paired comparison for hypothesis testing for attitude about design:

Pairs t-test Sig. (2- tailed) Decisions

Pair 1 Lv vs Le 0.8 0.5704 H3aO : Accepted


Pair 3 Lv vs Fm 0.4 0.6740 H3cO : Accepted

Pair 4 Le vs W -0.5122 0.6987 H3dO : Accepted



After the paired comparison of the pairs of brands no significant difference in the

consumers’ attitude were found with regards to the design of the brands. This shows that the

consumers’ attitude towards the design of the brands are similar.

Pairs t-test Sig. (2- tailed) Decisions

Pair 1 Lv vs Le 5.3 0.0120 H4aO : Rejected

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Table 5: Paired comparison for hypothesis testing for attitude about variety:

After the paired comparison and t-test conducted it was found that significant difference in

the consumers’ attitude with regards to the variety of the pairs between Levi’s and Lee (Pair

1) was found, hence H4aO (Null hypothesis) is rejected and no other significant difference

was found for the other pairs hence it was accepted.

V. Discussions and Analysis

As found from the analysis and responses Lee was associated with good price, wrangler was

associated with good quality, Levi’s and Lee were associated with good design and Flying

Machine was associated with good variety of its products. The consumers’ attitude towards

Wrangler is the highest, the consumers’ attitude towards Levi’s is second highest closely

followed by Flying Machine, Lee had the least attitude calculated through the consumers’

beliefs and their evaluation using the Fishbein Model. It was found that most of the

respondents had a similar attitude when their belief before the purchase was considered and

the evaluation they had after purchasing the brand. Their evaluation of the brands had

increased in most of the cases when compared to their beliefs of the product before

purchasing it. Significant differences were found in the attitude of the respondents when

Levi’s was compared with Wrangler and Levi’s was compared with Wrangler based on their

prices. Significant differences were found in the attitude of the respondents when Levi’s

was compared with Lee in terms of their variety.

The consumers have a similar attitude towards the brands hence Levi’s, Lee, Wrangler and

Flying Machine should develop a unique selling proposition (USP) that differentiates them

from each other. The brands must try to bring in a budget friendly range of products because

most of the consumers preferred price as an influencing factor in their purchase.


Pair 3 Lv vs Fm -0.571 0.6695 H4cO : Accepted

Pair 4 Le vs W -3.777 0.164.7 H4dO : Accepted


Pair 6 W vs FM -0.36 0.7800 H4fO : Accepted

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Brands must improve their brands image since its plays a motivating factor to form their beliefs

about a product. Wrangler and Flying Machine must try to reduce their pricing. Flying Machine

should improve the quality of their products. Wrangler should improve their design. Levi’s,

Lee and Wrangler must improve the variety of their products.

VI. Conclusion

With this study we can conclude that the retail apparel sector has been growing

exponentially in India. More and more brands are making their presence in the Indian

market. The brands considered in this study have a similar attitude among the consumers’.

The respondents beliefs were slightly lower towards the factors such as price, quality, design

and variety before the purchase of the product but after the purchase the evaluation of the

brands had improved which suggests that the consumers’ are satisfied with the brands after

purchasing it. Lee’s evaluation about their product was poor after consumers’ purchased it

as most of the respondents evaluated its quality after the purchase poor quality. Lee was

associated as having the attribute of good price, Wrangler was associated as having good

quality, Levi’s and Lee were associated with having good design and Wrangler was

associated of having good variety among all the other brands. We can also conclude that

price, quality, design and variety aren’t the only factors which for a consumers evaluation,

beliefs of the products or brand formed from advertisements, word-of-mouth, social media,

etc are also contributing factors for the consumers.

VIII. References

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Indonesia

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