Multi Attribute Attitude Model
- 1. MULTI ATTRIBUTE ATTITUDE MODEL
- 2. QUESTIONNAIRE What are the features that you look for in an operating system? (Open Ended)
- 3. FEATURES – 40 FEATURES Easy 2 use Stability GUI Performance Low wastage Mouse based Add-ons Trust Occupy low memory space Latest/updated Brand Speed Theme Community support Compatibility Security Low footprint Easy navigation Cheap Dual OS support Ease of availability Game compatibility Virtualization support Problem free Fast net support Better driver support Good After Sales Service Connectivity with devices Multi touch Easy updates Stability Flexibility Use in India/Regional usage Performance Easy installation Terminal Virus free Data recovery Open source Professional
- 4. FEATURES – CLUBBED TO BROAD TERMS • Compatibility • Stability • Hardware, Devices (phones, – Security projector, etc.) – Virus free • Software, Apps & Games – Terminal – Flexibility • Local usage – Backup • Easy to use • Support • GUI – Driver Support • Easy navigation – Easy Updates – Availability • Easy installation – After Sales Service • Hassle Free – Community support • Cheap – Trust • Performance • Add-ons • Speed • Occupancy of low memory space
- 5. OUTCOMES • Apple family • Prestige • Speed • Security • Customer service
- 6. QUESTIONNAIRE Attitude towards Object • How important are the following features to you? Rate them on a scale of -3 to +3 (-3=not important, +3=extremely important) ei • Rate Mac OS on these features on a scale of 1-7 (1 being the least important and 7 being the most important) bi
- 7. QUESTIONNAIRE Subjective Norms • Do you use the OS that has been recommended/suggested by someone? • If yes, who? • Friends, Family, Retailers, Community NBj • On the scale of -3 to 3 rate how the recommender is important to you • Your willingness to use Mac? Rate them on a scale of -3 to +3 (-3=not important, +3=extremely important) MCj
- 8. QUESTIONNAIRE • What OS do you use? • Windows, Mac, Linux • If Mac OS, rate your satisfaction level for the features mentioned on a scale of -3 to 3 (-3=extremely dissatisfied, +3=extremely satisfied) • If you are given a choice to try a OS for free, which OS will you go for Windows/Mac? • Will you use MAC if it could be installed on any computer(Desktop/Laptop)?
- 9. RESULTS Attitude towards object : 9.3 Attitude towards action : 10.35 Subject Norms : 0.75 Behavioral Intention : 11.10 SN • Friend/Family • Retailer • Community
- 10. RESULTS If given a choice to try a OS for free which OS will you choose? 20% MAC Windows 80%
- 11. RESULTS Will you use MAC if it can be installed on any computer(Desktop/Laptop)? 35% Yes 65% No
- 12. WHERE MAC LACK? 120 100 80 60 40 Rate MAC Importance 20 0
- 13. A ACT 120 106 100 100 92 80 60 46 Importance 42 44 40 MAC 40 33 26 20 1 0 Apple Prestige Speed Security Customer family service
- 14. LETS HAVE A GLOBAL LOOK…
- 15. MAC – TREND OVER THE INTERNET In news In search
- 16. MAC – QUERIES AND DISCUSSIONS Microsoft 19.6 Microsoft 356
- 17. MAC – ALL OVER SOCIAL MEDIA Microsoft 28% Microsoft 17:1 Microsoft 117 82 165 Microsoft 22%
- 18. BUT…
- 19. Mac 3% Mac 5% Mac 3.2%
- 20. THANK YOU