1. Levi Strauss used to dominate the jeans market. It was a mainstay product for youth in the ’50s, ’60s, and ’70s. Something happened in the ’80s and ’90s, however that caused the youth to begin shifting their attention to other brands and different ways of dressing. What did attitudes have to do with this shift? How should the company best deal with these changes? Using yourself as an example, tell Levi’s what they must do to once again secure your business. If you are already a customer, explain what the company must do to keep your business.
2. Use a multi-attribute model to show how individuals may develop either a positive or a negative attitude toward Wal-Mart.
3. Explain why one’s behavior might be inconsistent with their attitude toward Wal-Mart.
4. Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve their establishments’ images via the strategies described in the chapter.
