. 1) Are attitude scores a good measure of past behaviour or a good predictor of future behaviour?
1) Are attitude scores a good measure of past behaviour or a good predictor of future behaviour? Discuss.
2) You are the Insights Director for Nestle, chocolate. Margaret, the Senior Category Manager for chocolate is at your door. She has just received a report from your global market research supplier. Table: Chocolate report
| Brand |
Penetration (in the last 3 months)
| Good quality (all) | Good quality (% of users) |
| Bounty Boost Cherry Ripe Club Cadbury Dairy Milk Mars Old Gold | 23 28 38 18 67 47 20 | 20 30 45 14 60 50 15 | 40 43 45 37 50 48 38 |
| Average |
34 | 33 | 43
|
The data shows that a Nestle brand, Club, is scoring lower than other brands for ‘Good Quality’.
The category manager is very puzzled. What advice would you give to Margaret? What changes can you suggest to the table above to make it easier to observe any known patterns?
| Brand | Penetration (in the last 3 months) | Good quality (all) |
Good quality (% of users)
|
| Average |
|
3) Explain the graph below. Which of the two outliers is the new, growing brand and which is the dying brand? What does this graph show about the effect of past behaviour on purchase intentions?
