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for the retail management, as the knowledge of a customer's attitude about a brand is not always a safe predictor of their actual behavior (Wicker, 1967).

Furthermore, the model allows marketers to focus on the important issues of their consumers. Examines the effectiveness of their brand in providing the necessary attributes, and how marketers stack up against their competitors (Karjaluoto, 2006). By all means a negative response of the consumers to one feature of a brand does not necessarily eliminates the consumers connection with the specific brand.

According to Wilkie and Pessemier (1973) the most important aspect of the multi-attribute model is:

'The advantage of multi-attribute models is in gaining understanding of attitudinal structure. Diagnosis of brand strengths and weaknesses on relevant product attributes can then be used to suggest specific changes in a brand and its marketing support.'

The retailers tried to take advantage of the Multi attribute model in a way to predict the behavior of their consumers. Although, the use of the model was inappropriate and in some of the cases unacceptable. As a result, the forecast of the consumers behavior was not accurate (Sheppard, 1988):

The model was developed to deal with the actual behavior (e.g. taking an aspirin), not with the outcomes of behavior (e.g. allergy), which is assessed in some studies (Solomon et al., 2002)

Consumption situations may vary and this is going to influence the strength of the attitude behavior relationship (Bearden and Woodside, 1976). In fact, evidence suggests that consumer's attitudes toward brands can actually vary depending on the situation (Miller and Ginter, 1979).

Time usually elapses while consumers forming attitudes and when they are ready to act on these. During that time, many variables expected and unexpected may intervene to affect behavior. For example, an unexpected need for a new family car could quickly postpone, or cancel, plans to purchase a new motorcycle (Loudon and Bitta, 1994).

The consumer's attitudes toward some types of behavior are influenced by his evaluation of the perceived consequences (positive or negative) of taking such action. Therefore, these attitudes are more relevant for predicting consumer's attitudes toward the objects themselves (Loudon and Bitta, 1994).

Consumers are often influenced by their perceptions of what others will think of their actions. Thus, even though a consumer may have a favorable attitude toward making a purchase, he may refrain from doing so because of his perception that other people, who are very important to him (such as his/her friends) might not approve his action. This influence noted as subjective norm (Loudon and Bitta, 1994).

New models able to adjust to the formed complexity introduced and the above-mentioned factors were used as a guide. As a result, Fishbein introduced the Behavioral Intentions model (Loudon and Bitta, 1994) in an attempt to escape from the traditional attitude toward object model to a more attitudes towards behavior model (Thoradeniya, 2006).

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