consumer attitude towards consumer behaviour

CONSUMER ATTITUDESTOWARDS

CONSUMER BEHAVIOUR

CONTENTS

1. ATTITUDE

2. NATURE OF ATTITUDE

3. FACTORS OF ATTITUDE

4. CONSUMER ATTITUDE

5. COMPONENTS

6. STRUCTURAL MODELS

7. ISSUES IN FORMATION OF ATTITUDES

8. CONCLUSION

ATTITUDE

An Attitude is a psychological construct, it is a mentaland emotional entity that inheres in, or characterized aperson.

Attitude is a settled way of thinking or feeling aboutsomething.

An attitude is an evaluation of an attitude object,ranging from extremely negative to extremely positive.

An attitude can be as a positive or negative evaluationof people, objects, events, activities, and ideas.

NATURE OF ATTITUDE

Attitude are a complex combination of things we tend to call personality, beliefs, values, behaviors, and motivations.

An attitude exists in every person’s mind

Attitude very in there strength

Attitude provides us with internal cognitions or beliefs and thoughts about people and objects.

Attitude reflects a consumer’s value

Attitudes are learned

Different situations influence attitudes

FACTORS OF ATTITUDE

Psychological

Family

Society

Political

Economic

CONSUMER ATTITUDE

Consumer Attitude are a composite of a consumer’s

Beliefs

Feelings

Behavioural Intentions

These components are viewed together since they are highly interdependent and together represents forces that influence how the consumer will react to the object.

BELIEFS

The first component is beliefs. A consumer may holdboth positive beliefs towards an object as well asnegative beliefs. In addition, some beliefs may be neutraland some may be differ in valance depending on theperson or the situation. Note also that the beliefs thatconsumers hold need not be accurate and some beliefsmay, upon closer examination, be contradictory.

FEELINGS

Consumer also hold certain feelings towards brands orother objects, but there may also be feelings which arerelatively independent of beliefs.

BEHAVIOURAL INTENTION

The behavioural intension is what the consumer plans todo with respect to the object. As with affect, this issometimes a logical consequence of beliefs (or affect),but may sometimes reflect other circumstances.

STRUCTURAL MODELS OF ATTITUDE

Tricomponent Attitude Model

Multiattribute Attitude Model

The Trying- to- Consume Model

Attitude- Toward- the- Ad Model

THE TRICOMPONENT MODEL

COGNITIVE AFFECTIVE CONATIVE

THE TRICOMPONENT MODEL

COGNITIVE

The knowledge and perception that are acquired by a combination of direct experience with the attitude object and related information from various sources, Example- LCD & LED

It is important from viewpoint of developing brand and new product are launched.

THE TRICOMPONENT MODEL

AFFECTIVE

A consumer’s emotions or feelings about a particular product or brand

This emotions are treated by consumer researchers as primarily evaluation in nature

THE TRICOMPONENT MODEL

CONATIVE

The tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

It is frequently treated as an expression of consumer’s intention to buy

MULTIATTRIBTE ATTITUDE MODELS

Attitude models that examine the work of consumer attitudes in terms of selected products attributes or beliefs.

This model breaks down the consumer’s overall attitude (that is, view of each brand) into smaller components. These components are the individual product features, functions and perceived benefits – which are collectively known as product attributes.

MULTIATTRIBUTE ATTITUDE MODELS

The attitude-towards-object model

Attitude is function of evaluation of product- specific beliefs and evaluation

Useful to measure attitudes towards brands or products

What customer feel are important feature

For example – LCD vs. LED

MULTIATTRIBUTE ATTITUDE MODELS

The attitude-towards-behaviour model

Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

Corresponds closely to actual behaviour

For example- BMW

MULTIATTRIBUTE ATTITUDE MODELS

Theory-of-reasoned-action model ( TRA)

Includes cognitive, affective, and cognitive component

Includes subjective norms in addition to attitude

Arrange in the different pattern than tri component model

THE TRYING-TO-CONSUME MODEL

o An attitude theory designed to account for the manycases where the action or outcome is not certain butinstead reflects the consumer’s attempt to consume ( orpurchase)

o As per this theory, the action or act of behavior isdirected towards a goal.

o The theory of trying to consume replaces behavior (asproposed by Fishbein in the theory of reasoned actionmodel) by trying to behave.

THE TRYING-TO-CONSUME MODEL

For example, taking Arjun’s example forward:

1. Act of trying: Arjun is trying hard to get a good GMAT score.

- Trying is impacted by:

a) Intention to try: Arjun has a positive intention towards trying for the GMAT exam

b) Frequency of past trying: He has already been able to clear competitive exams in the past.

c) Recency of past trying: Arjun appeared for a competitive exam one year ago.

THE TRYING-TO-CONSUME MODEL

2. Intention to try is impacted by:

a) Attitude towards trying: Arjun says that he will apply for the GMAT

b) Frequency of past trying: He has already been able to clear competitive exams in the past.

c) Social norm towards trying: Arjun’s parents encourage him to write the GMAT.

THE TRYING-TO-CONSUME MODEL

3. Attitude towards trying is impacted by:

a) Attitude towards success: Arjun wants to get a good GMAT score so that he can get into a good business school.

b) Expectation towards success: Arjun believes that he would be able to get a good GMAT score.

c) Attitude towards failure: Arjun does not want to fail the GMAT exam.

d) Expectation towards failure: Arjun believes that he would not fail the GMAT exam.

e) Attitude towards process: Arjun is ready to study hard for the GMAT.

ATTITUDE-TOWARDS-THE-AD MODEL

o A model that proposes that a consumer forms variousfeelings ( affects ) and judgements (cognitions) as theresult of exposure to an advertisement, which, in turn,affect the consumer’s attitude toward the ad and attitudetoward the brand.

o The theory behind the model states that consumersform judgments and feelings as a result of exposure toan advertisement.

FUNCTIONS OF ATTITUDE

1. Adjustment function- Attitude helps consumers adjust to situation.

2. Ego defensive function- Attitudes are formed to protect the ‘ego’

3. Value expressive function- A consumer’s attitudes are often a reflection of their values.

4. Knowledge function- Attitudes help consumers make decisions and process and filter information.

ISSUES IN ATTITUDE FORMATION

How attitudes are learned

Conditioning and experience

Knowledge and beliefs

Sources of influence on attitude formation

Personal experience

Influence of family, friend, direct marketing & mass media

Personality factors

Celebrity personality

CONCLUSION

It is important to understand what consumers like and dislike. Attitudes, representing these likes and dislikes, strongly influence intensions. These attitudes are formed from one’s beliefs and feelings about the attitude object.

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