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Consumer attitude and attitude change

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GALAXY GLOBAL GROUP OF INSTITUTIONS

personality, self concept, physographics

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CONSUMER ATTITUDE AND ATTITUDE CHANGE(S L GUPTA- CP 8) ,[object Object],[object Object]
EXAMPLE OF STIMULI ,[object Object],[object Object]
LEARNED PREDISPOSITION ,[object Object],[object Object],[object Object],[object Object],[object Object]
3 RD IMPORTANT: CONSISTENCY ,[object Object],[object Object],[object Object],[object Object]
MODELS AND TEORIES OF ATTITUDE ,[object Object],[object Object],[object Object],[object Object],[object Object]
COGNATION AFFECT CONATION INTERPLY OF THESE THREE GIVE US AN IDEA ABOUT THE BUYER`S ATTITUDE.
BEHAVIOUR INTENTION MODEL ,[object Object],[object Object]
3 rd : THEORY OF TRYING TO CONSUME ,[object Object],[object Object]
4. ATTITUDE TOWARDS THE AD MODEL. EXPOSURE TO AN AD JUDGEMENTS ABOUT THE Ad ( COGNITION) BELIEFS ABOUT THE BRAND ATTITUDE TOWARDS THE BRAND ATTITUDE TOWARDS THE Ad FEELING FROM THE Ad(affect) RELATION AMONG ELEMENTS IN AN ATTITUDE-TOWARDS THE Ad MODEL
LETS SEE HOW IT WORKS: CONSUMER  Ad  HIS EXPOSURE  HE IS AFFECTED  HE STARTS REACTING TO THE Ad BY FEELING AND APPLYING THE MIND(COGNITION) AFTER SEEING THE Ad. FORMATION OF ATTITUDE TOWARDS Ad  SAME TOWARDS BRAND/PRODUCT. FORMATION OF CONSUMER ATTITUDE TOWARDS THE BRAND: ONE IS JUDGEMENTAL EVALUATION ( WHETHER THE Ad WAS INFORMATIVE, VAGUE, HOLISTIC ETC AND FEELING THE CONSUMER GOT FROM THE Ad  SATISFIED, CURIOUS, BORED, HAPPY THIS WILL FORM HIS INVOLVEMENT( HIGH OR LOW): AS A MARKETER SEE THIS BOTH ARE IM PORTANT
ATTITUDE FORMATION ,[object Object],[object Object],[object Object],1. SOURCES: INFORMATION, EXPOSURE, GROUP MEMBERSHIP, ENVIRONMENT, NEED/WANT SATISFACTION  VOLTAS: “ YEH VOLTAS REFRIGERATOR HAI JANAB, JO VOLTAS MAIN HAI WHO DOOSRON MEIN NAHIN”
CONTINUE… ,[object Object],[object Object],[object Object]
CHANGE IN ATTITUDE(SL GUPTA CP 8) ,[object Object],[object Object],[object Object],[object Object]
CONTINUE.. ,[object Object],[object Object]
Continue….. ,[object Object],[object Object]
EXAMPLE: AN Ad TO CHANGE CONSUMER ATTITUDE TOWATRDS PLAIN MILK BY REGARDING MILK AS GLAMOROUS AS WELL AS HEALTHY FRIENDLY DRINK. ,[object Object]
MARKETER STRATEGIES: FOR ATTITUDINAL CHANGE ,[object Object],[object Object],[object Object],[object Object]
CRUX…… ,[object Object],[object Object],[object Object]
3. Attitute change by resolving conflicting attitudes. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. STRATEGY OF ALTERING ATTITUDE OF PRODUCT OR BRAND. ,[object Object],[object Object],[object Object],[object Object]
Personality and Self Concept(Srivastava: Galgotia Publication, S L gupta, Shiffmann) ,[object Object],[object Object],[object Object],[object Object],[object Object]
NATURE/DEFINE PERSONALITY. ,[object Object],[object Object]
PERSONALITY AND BEHAVIOUR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SOURCE TRAITS BEHAVIOUR OUTCOME
PERSONALITY AND CONSUMER BEHAVIOUR ,[object Object],[object Object]
2 BROAD VIEWS ON DEVELOPMENT OF PERSONALITY. ,[object Object],[object Object],[object Object],[object Object]
Continue.. ,[object Object],[object Object],[object Object],[object Object]
Certain Personality Traits may Be more related to C.B than Others. ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. DOGMATISM ,[object Object],[object Object],[object Object]
3. SUSCEPTIBILITY TO INFLUENCE ,[object Object],[object Object]
4. SELF MONITORING BEHAVIOUR ,[object Object],[object Object]
MARKETERS PERSPECTIVE ,[object Object],[object Object],[object Object],[object Object]
How its helps marketer ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],S C: IS A NARROWER DIMENSION OF PERSONALITY  TO INVESTIGATE POSSIBLE RELATIONSHIPS BETWEEN(ON ONE HAND) HOW INDIVIDUAL PERCEIVE THEMSELVES AND (ON OTHER HAND) HOW THEY BEHAVE AS CONSUMERS. DIMENSION ACTUAL SELF CONCEPT IDEAL SELF CONCEPT PRIVATE SELF HOW I ACTUALLY SEE MYSELF HOW I WOULD LIKE TO SEE MYSELF SOCIAL SELF HOW OTHERS ACTUALLY SEE ME HOW I WOULD LIKE OTHERS TO SEE ME
ROLE OF SELF CONCEPT IN MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND PURCHASED MUST MATCH THE SELF CONCEPT OF THE CONSUMER TO RESULT IN SATISFACTION. SELF CONCEPT AND CONSUMER BEHAVIOUR PRODUCT: BRAND IMAGE CONSUMER: SELF CONCEPT SATISFACTION: PURCHASE CONTRIBUTES TO DESIRED SELF CONCEPT BEHAVIOUR: SEEK PRODUCTS AND BRANDS THAT IMPROVE/MAINTAIN SELF CONCEPT RELATIONASHIP: BETWEEN SELF CONCEPT AND BRAND IMAGE REINFORCEMENT OF SELF CONCEPT
REVISION ,[object Object],[object Object]
Continue.. ,[object Object]
Continue.. ,[object Object],[object Object]
PSYCHOGRAPHICS(galgotia publications, K K Srivastava) PSYCHOGRAPHICS RESEARCH MAINLY FOCUS ON A I O(ACTIVITIES, INTEREST AND OPINIONS) IT INVOLVES DESCRIBING PEOPLE IN TERMS OF DAY TO DAY ACTIVITIES,INTEREST, OPINIONS, PERSONALITIES AND PERSONAL VALUES.
WHAT PSYCHOGRAPHICS DO. ,[object Object],[object Object],THESE STATEMENTS ARE PRODUCT OR BRAND SPECIFIC
SO WHAT IT INVOLVES ,[object Object],[object Object],[object Object],[object Object]
DEMOGRAPHICS PERSONALITY PSYCHOGRAPHICS CONSUMER LIFESTYLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],P U R C H A S E PSYCHOGRAPHICS IN MARKETING
CONTINUE…. ,[object Object],[object Object]
 

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Consumer attitude and attitude change

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  • 6. COGNATION AFFECT CONATION INTERPLY OF THESE THREE GIVE US AN IDEA ABOUT THE BUYER`S ATTITUDE.
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  • 9. 4. ATTITUDE TOWARDS THE AD MODEL. EXPOSURE TO AN AD JUDGEMENTS ABOUT THE Ad ( COGNITION) BELIEFS ABOUT THE BRAND ATTITUDE TOWARDS THE BRAND ATTITUDE TOWARDS THE Ad FEELING FROM THE Ad(affect) RELATION AMONG ELEMENTS IN AN ATTITUDE-TOWARDS THE Ad MODEL
  • 10. LETS SEE HOW IT WORKS: CONSUMER  Ad  HIS EXPOSURE  HE IS AFFECTED  HE STARTS REACTING TO THE Ad BY FEELING AND APPLYING THE MIND(COGNITION) AFTER SEEING THE Ad. FORMATION OF ATTITUDE TOWARDS Ad  SAME TOWARDS BRAND/PRODUCT. FORMATION OF CONSUMER ATTITUDE TOWARDS THE BRAND: ONE IS JUDGEMENTAL EVALUATION ( WHETHER THE Ad WAS INFORMATIVE, VAGUE, HOLISTIC ETC AND FEELING THE CONSUMER GOT FROM THE Ad  SATISFIED, CURIOUS, BORED, HAPPY THIS WILL FORM HIS INVOLVEMENT( HIGH OR LOW): AS A MARKETER SEE THIS BOTH ARE IM PORTANT
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  • 35. BRAND PURCHASED MUST MATCH THE SELF CONCEPT OF THE CONSUMER TO RESULT IN SATISFACTION. SELF CONCEPT AND CONSUMER BEHAVIOUR PRODUCT: BRAND IMAGE CONSUMER: SELF CONCEPT SATISFACTION: PURCHASE CONTRIBUTES TO DESIRED SELF CONCEPT BEHAVIOUR: SEEK PRODUCTS AND BRANDS THAT IMPROVE/MAINTAIN SELF CONCEPT RELATIONASHIP: BETWEEN SELF CONCEPT AND BRAND IMAGE REINFORCEMENT OF SELF CONCEPT
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  • 39. PSYCHOGRAPHICS(galgotia publications, K K Srivastava) PSYCHOGRAPHICS RESEARCH MAINLY FOCUS ON A I O(ACTIVITIES, INTEREST AND OPINIONS) IT INVOLVES DESCRIBING PEOPLE IN TERMS OF DAY TO DAY ACTIVITIES,INTEREST, OPINIONS, PERSONALITIES AND PERSONAL VALUES.
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