A major cereal manufacturer, Kellogg's, is looking at how it can use a marketing tool called the multi-

attribute model to assess consumers' attitudes toward competitive breakfast cereals. It has identified three

consumer profiles and wants to determine which cereals a consumer would select based on importance

weightings of four attributes that are commonly considered when purchasing breakfast cereals: taste, calories,

natural/organic claims, and price. Assume that each of the three profiles rated the attributes the same on a

scale of 1 to 10, with 1 being very poor and 10 being very good. However, each profile considered each of the

attributes to be different in importance. Hungry Hank placed a 40% weight on taste, 10% weight on calories,

30% weight on natural/organic claims, and a 20% weight on price. Calorie-Conscious Carol is also considering

buying breakfast cereal along with her friend Balanced Betty. While Carol is more interested in calories, with a

weight of 50% on taste, and natural/organic claims each at 20% and price at 10%, Betty is more interested in a

balance of 30% importance weights for taste, calories, and natural/organics claims, and 10% for price. Based

on these varying importance weightings, which cereals would each profile select? Explain your answers and

how the multi-attribute model can be used in marketing initiatives