A multi-attribute attitude model is a tool that marketers use to measure and assess the attributes of the consumers to help them position their firms, brands, or products ( Wassenaar et al., 2019) . The model is made up of three components: attributes, weight, and beliefs. The tool can be helpful to marketers in understanding how they can more effectively position the attributes of their firm, brand, or products to differentiate for a particular market segment.
Beliefs (B)
| Attributes (i) | Importance (I) | University of North Carolina (UNC) | New York University | University of Southern California | Yale University |
| Academic reputation | 6 | 8 | 9 | 6 | 3 |
| Research orientation | 7 | 9 | 3 | 3 | 3 |
| location | 2 | 1 | 3 | 3 | 9 |
| Library facility | 5 | 7 | 9 | 7 | 2 |
| Athletics | 1 | 1 | 2 | 5 | 1 |
| Proximity to home | 3 | 2 | 2 | 6 | 9 |
| cost | 4 | 2 | 2 | 6 | 9 |
| Attitude score | 163 | 142 | 143 | 131 |
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From the multi-attribute table above, the University of North Carolina is the best choice since it has the highest attitude score compared to the other graduate schools. UNC at Chapel Hill is offering more than 80 graduate programs which are highly ranked by multiple publications (UNC, 2021) . It is therefore given a high ranking of academic reputation in the table. Its research orientation is also high as the university is among the top universities within the US in terms of research findings. That is reflected in the high-quality research that students carried out. It allows students to participate in meaningful research as well as public services as they gain the required experience to be leaders within their field of study (Grad School Hub, 2021) . However, UNC scores low in proximity to home and the cost attributes as well as its location since it is located in the US's North Carolina which is far away from my home town. The cost of the academic fee is also high.
The result from the table can help a marketer to position the attributes of the particular universities more effectively to differentiate for a particular segment of the brand. By the identification of some low beliefs in a particular attribute within the table compared to another competing school, the administration can decide to downplay the importance of that attribute and emphasizing the attribute that is more credible to them.
References
Grad School Hub. (2021). 50 Best Graduate Schools in America - GradSchoolHub . GradSchoolHub. Retrieved 4 February 2021, from https://www.gradschoolhub.com/best/graduate-schools-in-america-2016/#university-of-north-carolina-chapel-hill.
UNC. (2021). The University of North Carolina at Chapel Hill . The University of North Carolina at Chapel Hill. Retrieved 4 February 2021, from https://www.unc.edu/ .
Wassenaar, A., Kempen, E., & van Eeden, T. (2019). Exploring South African consumers’ attitudes towards game meat—Utilizing a multi‐attribute attitude model. International Journal of Consumer Studies , 43 (5), 437-445.
