The document discusses consumer attitudes. It defines consumer attitude as a set of behavioral intentions, cognitive beliefs, and emotions regarding a product or behavior. Consumer attitudes are influenced by their feelings (affective component), actions (behavioral component), and beliefs (cognitive component). It is important for companies to study consumer attitudes as attitudes determine buying behavior and influence whether individuals become profitable, loyal customers. Companies can try to change negative consumer attitudes using persuasion techniques and communication strategies.

1. CONSUMER ATTITUDE
Presented BY:
VAISHALI
SANCHI
SIMRAN

3. “The behavior that consumer display in searching for, purchasing
,using ,evaluating and disposing of the products and services that
they expect will satisfy their needs”
CONSUMER
ATTITUDE

4. Consumer Attitude
“Consumer attitude refers to a set of behavioral
intentions, cognitive beliefs and emotions regarding a
product or behavior”
For example: Some may say tea is good and relieves
tension they have a positive attitude towards tea.While
some may say tea is not good for health.

6. Affective component(Feelings): This component involves a person’s
feelings/emotions for a specific brand and product.
For example: “I feel good when I drive a BMW.”
Behavioral component(Actions): This component involves how we
act or behave.
For example: “I will buy BMW next time.”
Cognitive component(Beliefs): This component involves a person’s
belief/knowledge about object.
For example: “I think BMW are quality cars”

7. Why is it important to study
consumer attitude
• Helps in transforming individuals into profitable and loyal
customers.
• A positive attitude of the consumers towards products or
services guarantees business success.
• Helps in developing business strategy.
• Most important determinant of buying behavior.
• Marketers may try to change consumers’ attitudes toward
their products, aiming to increase sales through persuasive
communications.

9. Strateges to Change Customer
Attitude

11. Case Study:
Company X is a leading multinational electronics manufacturer known for its
innovative products. They recently launched a new smartphone, the "TechPro," which
incorporates cutting-edge features and advanced technology. However, despite
significant investments in product development and marketing, TechPro is facing
challenges in gaining market acceptance.
Issue:
Company X has identified that a significant proportion of potential customers have a
negative attitude toward TechPro. They perceive the smartphone as overpriced and
lacking the essential features that their current devices offer. The challenge for
Company X is to change consumers' negative attitudes toward TechPro and create
favorable perception of the product.

12. Analysis:
Attitude Formation:
Examine the factors that contribute to the formation of negative attitudes towards TechPro. This includes
price perception, comparative analysis with competitors, and the role of personal experiences and social
influences.
Attitude Components:
Evaluate the cognitive, affective, and behavioral components of consumers' attitudes towards the
TechPro. Understand the underlying beliefs, feelings, and intentions that shape their negative attitudes.
Persuasion and Communication:
Explore various persuasion techniques and communication channels that can be used to influence
consumers' attitudes positively. This may involve designing compelling marketing messages, utilizing
influential endorsers, and leveraging social media platforms.
Consumer Decision-Making Process:
Analyze how consumers' attitudes towards the TechPro may influence their decision-making process.
Consider the stages of consumer decision-making, such as problem recognition, information search,
evaluation of alternatives, purchase, and post-purchase evaluation.

13. Recommendation

14. Positioning Strategy:
Develop a compelling positioning strategy that highlights the unique features and benefits of
TechPro compared to its competitors.
Pricing and Value Perception: a. Reassess the pricing strategy and consider providing additional
value through discounts, bundling, or exclusive offers to enhance consumers' perception of value
for money.
Marketing Communication: Design persuasive marketing messages that address consumers'
concerns and emphasize TechPro's superior features, reliability, and user experience.
Influencer Marketing:
Collaborate with influential personalities or opinion leaders in the tech industry to endorse
TechPro and enhance its credibility among consumers.
Social Media Engagement: Leverage social media platforms to create positive brand experiences,
engage with potential customers, and address their queries or doubts about TechPro.

15. Customers' opinions towards their surroundings alter depending on their
perspectives. Age, physical, mental, and emotional growth all influence attitudes.
In truth, merchants succeed only because they grasp the mechanics of buyer
attitude shift. Needs, values, expectations, resources, cultural, traditional, and
social conventions, habits, and peer groups influence perceptions. Customers
often tend to form their attitudes logically before they make purchase judgments.
Consumer attitudes are influenced by various elements, including their intrinsic
character, personality traits, cultural traditions, social and environmental
influences, people's lives, education, experiences, economic standing, and
necessity.
Conclusion