The document discusses consumer behavior towards the snack brand Lay's. It presents the tri-component attitude model, which includes the cognitive, affective, and conative components of consumer attitudes. The cognitive component refers to a consumer's knowledge and perceptions about a brand from direct and indirect experiences. The affective component involves emotions and feelings towards a brand. The conative component is the likelihood that a consumer will purchase or use a brand. The document then describes the methodology, data analysis, and findings of research conducted on consumer attitudes towards Lay's, which analyzed satisfaction levels across various aspects of the brand using a questionnaire and statistical testing.

2. ZAINAB
KHATOON
BBS-14-05

3. CONSUMER BEHAVIOR
TOWARDS LAY’S

4. ATTITUDE
The attitude “object”
Attitudes are a
learned
predisposition either
through direct
experience or from
others
Attitudes may not be
consistent over time

5. TRI-COMPONENT
MODELCognitive Component
Affective Component
Conative Component

6. COGNITIVE
COMPONENTThe knowledge & perception that are acquired by a
combination of direct experience with the attitude
object and related information from various sources

7. AFFECTIVE
COMPONENTA consumer’s emotions or feelings about a
particular product or brand

8. CONATIVE
COMPONENTThe likelihood & tendency that an individual will
undertake specific action or behave in a particular
way with regard to the attitude object

9. CONSUMER BEHAVIOR
TOWARDS LAYS
Methodology of Research
Data Analysis
Findings
Conclusion & Recommendations

10. Research Design
Data Collection
Questionnaire

11. Use SPSS(software)
Apply one-sample T-
test on scale items

12. FINDINGS
Items Mean Significance value
Satisfaction level with quality of Lays 3.5333 .002
Satisfaction level with flavors of Lays 3.7333 .000
Satisfaction level with price of Lays 2.5667 .062
Satisfaction level with ingredients of Lays 3.0000 1.000
Satisfaction level with advertisement of
Lays
4.2667 .000
Satisfaction level with marketing
strategies of Lays
3.1667 .096
Satisfaction level with taste of Lays 4.2333 .000
Satisfaction level with brand name of Lays 3.7667 .000
I suggest other to purchase Lays 3.0000 1.000
Lays providing health and hygiene food 3.5000 .002
Satisfaction level with conspiracy against
Lays
3.9667 .000
Satisfaction level with ads of Junaid
jamshed
4.1667 .000
Satisfaction level with celebrity
indorsement
3.9333 .000