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Assignment:
Case: Satisfaction with Mass Marketing
Objective: Evaluate a real-world business situation using the concepts in this chapter.
Summary: A retail consultant studies local Walmart stores to try to assess customer satisfaction with the shopping experience. She begins by examining the ACSI scores for retailers. In the late 20005, Walmart corporate instituted a policy of increasing the width of the aisles and decrease the amount of floor space containing huge product displays. Management believes that this was a bad move because when consumers see less, they buy less. Managers argue that the best operating policy is "piling high and selling cheap Put as much product on the sales floor as possible and price them as low as possible. This policy is supported by keeping distribution costs low. In addition, management believes that labor costs must be kept low to maintain pro?tability. The local Walmart is worried about losing business to smaller local supermarkets and dollar stores.
Questions
1. What type of attitude scale is used by the ACSI - if any?
2. What type of attitude study might you design if you were the consultant?
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