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Costco: Fishbein Multiattribute Model

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The table shows a comparison between Costco and other companies using the Fishbein multiattribute model.
After conducting the research and seeing the results, you can see that Costco at 37 points, is the lowest of all the companies researched. The company is going to make drastic changes if they want to catch up to the competition. Costco needs to get better at convenience, being environmentally friendly, and being a better neighbor to the community. Those were the categories they got last in and that could be improved the most. We could maybe start using more environmentally friendly facilities which would help us in the good neighbor and environmental friendly categories. A category that could be added is word of mouth. The reviews that customers
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