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Review the Fishbein model material before completing this exercise.

Choose two competitors for one of your retailers and build a Fishbein model in Excel to evaluate the three entities.

For the attributes, you can use either three of the elements from the How Retailers Create Value model or three attributes that are important for this type of retailer (e.g., post-sale service quality, retailer employee knowledge/skill, etc.).

Weight the attributes using your own judgment, but include why you weighted them the way you did.

Comment on your model's results, especially how your focal retailer might use them.

Attachment:- Fishbein-models-overview.rar