The below Multiattribute Model compares the two retails outlets, Taimooria and Home Needs. Both are located at Maskan (Opposite Maskan gate, Karachi University) on the basis of which a young student who lives in IBA Hostel would make a choice of where to go. The first part of the model has listed the information about the stores selling groceries based on certain store characteristics like cleanliness, organization of shelves, spacious, friendly employees, total travel time, queues at the cash counters, availability of daily usage products, in store temperature and prices in relative terms. The total travel time, shop open time and queue at cash counter affect my beliefs about the convenience of the stores. The friendly employees, spacious and organized shelves store affects my belief about availability of product information. The prices are directly linked with the store being economical. Assortment is effected by the availability of a variety of daily usage products.
A. Information About Stores Selling Groceries
Store Characteristics Taimooria Home Needs
Shop open time (relatively) Long Short
Organized shelves No Yes
Spacious No Yes
Friendly Employees Yes No
Total Travel Time (Minutes) 10 15
Queue at Cash Counter Long Short
Availability of Daily Usage Products Excellent Good
Prices (relatively) Low High

The below table shows the beliefs about stores performance benefits on the basis of convenience, economy, assortment and availability of product information. Ratings are made on the basis of the scale ranging from 10 being excellent and 1 being poor. This shows the comparison of beliefs between Taimooria and Home Needs. Rating is different on the basis of the beliefs about the performance benefits of Taimooria and Home Needs.
B. Beliefs About Stores Performance Benefits
Performance Benefits Taimooria Home Needs
Convenience 9 8
Economy 8 7