APPLYING FISHBEIN'S MULTI-ATTRIBUTE ATTITUDE MODEL TO THE TATA SWACH WATER PURIFIER
Year: 2015
Editor: Christian Weber, Stephan Husung, Gaetano Cascini, Marco Cantamessa, Dorian Marjanovic, Monica Bordegoni
Author: Ricks, Sean T; Winter V, Amos G
Series: ICED
Institution: Massachusetts Institute of Technology, United States of America
Section: Design for Life
Page(s): 411-420
ISBN: 978-1-904670-64-3
ISSN: 2220-4334
Abstract
In this paper, user feedback is used to calculate the relative importance of several attributes of a water purifier by applying Fishbein's Multi-Attribute Attitude Model. Survey data is collected from 35 users of a particular water purifier in India. Their beliefs regarding 10 attributes and their overall attitude toward the product are quantified. Least squares regression is used to calculate the relative importance of each attribute to the average user, and a comparison is made between users' reported overall attitude and that predicted by the Fishbein model. Though some results are inconclusive, it is shown that filter efficacy and ease of maintenance may be the most important factors in determining user attitude toward the purifier. Limitations of the Fishbein model in this context are discussed including the fact that this model assuMES that all attributes are linearly related to overall attitude. It is recommended that more data be collected and the model be expanded before these findings are used to inform future design decisions.
Keywords: Early Design Phases, Ranking Customer Needs, Design For The Developing World, Research Methodologies And Methods