Measuring Consumers’ Attitudes for high involvement product: A look at the Impact of brand and Attributes

This paper examines consumers' attitude for high involvement product based on Fishbein's Multiattribute Attitude Model. Color Television (CTV) has been selected as high involvement product. Total of eight familiar brands of CTV and ten attributes for each brand have been taken into consideration for the convenience of the study. The result from Fishbein's Model indicates that consumers' have the highest attitude toward Samsung and lowest for National Brands. Findings of the paper will be helpful for academicians, CTV manufacturers, marketing managers and other applied researchers to rely on the attitude construct for improving their product quality and formulating marketing strategies.