Case study 61 summit motors

Question

Construct a scale that would be helpful to the dealer and that could be the focal point of the survey.

Barny's Café is just off the promenade at Eastbourne. It is tucked away down a side street and although it does not enjoy the prominence of many of the cafés in the town, there are a good number of passers-by during the season and many stop for a drink or even a meal. Out of season, however, the café suffers from the usual, perhaps to be expected, seasonal drop in sales. However, Barny has noticed that, unlike many of his competitors, he does not have any regular customers who help to offset the seasonal drop in sales. In the summer, when the town is crowded, it is difficult to get a seat in a café and virtually all the cafés are full to overflowing around lunchtime and in the afternoon. Virtually anyone who can offer a seat and a rest for half an hour can get customers.

Barny sees his problem as one of establishing a customer base - in other words: how to get regular customers and keep them. As far as he can see there does not appear to be anything especially different about the 'more successful' cafés to what he has to offer. One thought that has crossed his mind is the idea of conducting a small survey to find out people's attitudes towards his café and, if possible, their attitudes to other cafés in the town.

Question

Draw up a suitable attitude measurement scale that could help Barny have a better idea of how he might tackle this problem.

Before making any further decisions, imagine that PepsiCo had decided to undertake an extensive survey of people's attitudes to iced tea in the United States, the United Kingdom, Spain, France, Germany and Italy.

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