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Consumer attitude towards consumer behaviour

Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion

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Consumer attitude towards consumer behaviour

  1. 1. CONSUMER ATTITUDES TOWARDS CONSUMER BEHAVIOUR
  2. 2. 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
  3. 3. ATTITUDE  An Attitude is a psychological construct, it is a mental and emotional entity that inheres in, or characterized a person.  Attitude is a settled way of thinking or feeling about something.  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 evaluation of people, objects, events, activities, and ideas.
  4. 4. 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
  5. 5. FACTORS OF ATTITUDE Psychological Family Society Political Economic
  6. 6. 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.
  7. 7. BELIEFS The first component is beliefs. A consumer may hold both positive beliefs towards an object as well as negative beliefs. In addition, some beliefs may be neutral and some may be differ in valance depending on the person or the situation. Note also that the beliefs that consumers hold need not be accurate and some beliefs may, upon closer examination, be contradictory.
  8. 8. FEELINGS Consumer also hold certain feelings towards brands or other objects, but there may also be feelings which are relatively independent of beliefs.
  9. 9. BEHAVIOURAL INTENTION The behavioural intension is what the consumer plans to do with respect to the object. As with affect, this is sometimes a logical consequence of beliefs (or affect), but may sometimes reflect other circumstances.
  10. 10. STRUCTURAL MODELS OF ATTITUDE Tricomponent Attitude Model Multiattribute Attitude Model The Trying- to- Consume Model Attitude- Toward- the- Ad Model
  11. 11. THE TRICOMPONENT MODEL COGNITIVE AFFECTIVE CONATIVE
  12. 12. 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.
  13. 13. 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
  14. 14. 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
  15. 15. 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.
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. THE TRYING-TO-CONSUME MODEL o An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume ( or purchase) o As per this theory, the action or act of behavior is directed towards a goal. o The theory of trying to consume replaces behavior (as proposed by Fishbein in the theory of reasoned action model) by trying to behave.
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. ATTITUDE-TOWARDS-THE-AD MODEL o A model that proposes that a consumer forms various feelings ( affects ) and judgements (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand. o The theory behind the model states that consumers form judgments and feelings as a result of exposure to an advertisement.
  24. 24. 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.
  25. 25. 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
  26. 26. 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.
  27. 27. THANK YOU

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Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion

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