Presentation of material on CONSUMER ATTITUDE FORMATION AND CHANGE This presentation is suitable for students and lecturers majoring in production management and marketing, industrial engineering etc.
This document discusses consumer dynamics and factors that influence changes in consumer attitudes. It defines consumer dynamics as the study of forces that determine consumer responses to their economic, social, and cultural environments. Consumer attitudes are learned and influence their behavior, but can change based on internal factors like needs and external factors like their environment. Marketers aim to change consumer attitudes by altering the motivational functions of products, associating products with influential groups or events, addressing conflicting attitudes, modifying brand components, and challenging beliefs about competitors' brands. Changes in a consumer's inherent traits, environment, knowledge, and motivation can all impact their attitudes.
This document discusses consumer dynamics and factors that influence changes in consumer attitudes. It defines consumer dynamics as the study of forces that determine consumer responses to their economic, social, and cultural environments. Consumer attitudes are learned and influence their behavior, but can change based on internal factors like needs and external factors like their environment. Marketers aim to change consumer attitudes by altering the motivational functions of products, associating products with influential groups or events, addressing conflicting attitudes, modifying brand components, and challenging beliefs about competitors' brands. Reference groups like friends and celebrities also impact consumer attitudes and drive conformity. Many inherent and external factors can bring about changes in consumer attitudes over time.
This document discusses consumer dynamics and factors that influence changes in consumer attitudes. It defines consumer dynamics as the study of forces that determine consumer responses to their economic, social, and cultural environments. Consumer attitudes are learned and influence their behavior, but can change based on internal factors like needs and external factors like their environment. Marketers aim to change consumer attitudes by altering the motivational functions of products, associating products with influential groups or events, addressing conflicting attitudes, modifying brand components, and challenging beliefs about competitors' brands. Reference groups like friends and celebrities also impact consumer attitudes and drive conformity. Many inherent and external factors can bring about changes in consumer attitudes over time.
This document provides an overview of attitudes and consumer behavior. It defines attitudes as favorable or unfavorable evaluations of objects like products or brands. Attitudes are formed through direct experience, word-of-mouth, and exposure to media. They influence purchase decisions and can be changed using strategies like associating products with groups, resolving conflicts, and altering beliefs about attributes or competitors. The document also discusses cognitive dissonance theory and attribution theory in understanding attitude formation and change.
1. An attitude is a learned predisposition to respond consistently in a favorable or unfavorable manner towards an object. It has cognitive, affective, and behavioral components.
2. Attitudes serve four key functions - knowledge, adaptive, ego-defensive, and self-expressive. They help provide structure and predict behavior.
3. Attitude formation theories include the tricomponent model and multi-attribute model. Attitudes are influenced by beliefs, experiences, social groups, and marketing.
4. Marketers can change attitudes by altering components of models, associating products with groups, resolving conflicts, and changing beliefs about competitors. The elaboration likelihood model describes central and peripheral routes to
Chapter6.ppt marketing of the chapter sellinginOshadiVindika
This document discusses consumer attitudes. It defines attitudes as learned predispositions to behave favorably or unfavorably towards objects like products. Attitudes are formed through direct experience, word-of-mouth, and advertising exposure. While attitudes can change, they are often consistent once formed. Attitudes affect behavior depending on the situation. The three major influences on attitude formation are personal experience, family/friends, and marketing exposure. Attitudes serve utilitarian, ego-defensive, value-expressive, and knowledge functions. Models of attitudes include the tri-component model and multi-attribute models. Marketers can change attitudes through comparative advertising, emphasizing attributes, adding attributes, and changing perceived attribute values.
This document discusses consumer behavior, which examines how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It defines consumer behavior as acts of individuals directly involved in obtaining and using economic goods and services. Understanding consumer behavior is important for marketers as it helps them design effective marketing strategies for different consumer segments based on factors like age, income, and occupation that influence purchase decisions. A simple model of consumer behavior shows the external influences, consumer decision-making process, and resulting consumer decisions and actions.
This document discusses consumer attitudes, specifically reflecting on the concept of consumer attitudes and their relationship to consumer behavior and marketing implications. It examines the trilogy of consumer attitude, which includes the cognitive, affective, and conative components. The cognitive component refers to knowledge and beliefs about an object, the affective component to feelings and emotions, and the conative component to response tendencies. Attitudes can serve utilitarian, value-expressive, ego-defensive, and knowledge functions for consumers. While attitudes influence behavior, companies have difficulty directly influencing consumer purchasing behaviors and should instead provide evidence of benefits, correct misconceptions, offer samples, engage new technologies, and bring innovations to indirectly influence consumer behaviors by altering the components of their attitudes
This document discusses consumer dynamics and factors that influence changes in consumer attitudes. It defines consumer dynamics as the study of forces that determine consumer responses to their economic, social, and cultural environments. Consumer attitudes are learned and influence their behavior, but can change based on internal factors like needs and external factors like their environment. Marketers aim to change consumer attitudes by altering the motivational functions of products, associating products with influential groups or events, addressing conflicting attitudes, modifying brand components, and challenging beliefs about competitors' brands. Changes in a consumer's inherent traits, environment, knowledge, and motivation can all impact their attitudes.
This document discusses consumer dynamics and factors that influence changes in consumer attitudes. It defines consumer dynamics as the study of forces that determine consumer responses to their economic, social, and cultural environments. Consumer attitudes are learned and influence their behavior, but can change based on internal factors like needs and external factors like their environment. Marketers aim to change consumer attitudes by altering the motivational functions of products, associating products with influential groups or events, addressing conflicting attitudes, modifying brand components, and challenging beliefs about competitors' brands. Reference groups like friends and celebrities also impact consumer attitudes and drive conformity. Many inherent and external factors can bring about changes in consumer attitudes over time.
This document discusses consumer dynamics and factors that influence changes in consumer attitudes. It defines consumer dynamics as the study of forces that determine consumer responses to their economic, social, and cultural environments. Consumer attitudes are learned and influence their behavior, but can change based on internal factors like needs and external factors like their environment. Marketers aim to change consumer attitudes by altering the motivational functions of products, associating products with influential groups or events, addressing conflicting attitudes, modifying brand components, and challenging beliefs about competitors' brands. Reference groups like friends and celebrities also impact consumer attitudes and drive conformity. Many inherent and external factors can bring about changes in consumer attitudes over time.
This document provides an overview of attitudes and consumer behavior. It defines attitudes as favorable or unfavorable evaluations of objects like products or brands. Attitudes are formed through direct experience, word-of-mouth, and exposure to media. They influence purchase decisions and can be changed using strategies like associating products with groups, resolving conflicts, and altering beliefs about attributes or competitors. The document also discusses cognitive dissonance theory and attribution theory in understanding attitude formation and change.
1. An attitude is a learned predisposition to respond consistently in a favorable or unfavorable manner towards an object. It has cognitive, affective, and behavioral components.
2. Attitudes serve four key functions - knowledge, adaptive, ego-defensive, and self-expressive. They help provide structure and predict behavior.
3. Attitude formation theories include the tricomponent model and multi-attribute model. Attitudes are influenced by beliefs, experiences, social groups, and marketing.
4. Marketers can change attitudes by altering components of models, associating products with groups, resolving conflicts, and changing beliefs about competitors. The elaboration likelihood model describes central and peripheral routes to
Chapter6.ppt marketing of the chapter sellinginOshadiVindika
This document discusses consumer attitudes. It defines attitudes as learned predispositions to behave favorably or unfavorably towards objects like products. Attitudes are formed through direct experience, word-of-mouth, and advertising exposure. While attitudes can change, they are often consistent once formed. Attitudes affect behavior depending on the situation. The three major influences on attitude formation are personal experience, family/friends, and marketing exposure. Attitudes serve utilitarian, ego-defensive, value-expressive, and knowledge functions. Models of attitudes include the tri-component model and multi-attribute models. Marketers can change attitudes through comparative advertising, emphasizing attributes, adding attributes, and changing perceived attribute values.
This document discusses consumer behavior, which examines how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It defines consumer behavior as acts of individuals directly involved in obtaining and using economic goods and services. Understanding consumer behavior is important for marketers as it helps them design effective marketing strategies for different consumer segments based on factors like age, income, and occupation that influence purchase decisions. A simple model of consumer behavior shows the external influences, consumer decision-making process, and resulting consumer decisions and actions.
This document discusses consumer attitudes, specifically reflecting on the concept of consumer attitudes and their relationship to consumer behavior and marketing implications. It examines the trilogy of consumer attitude, which includes the cognitive, affective, and conative components. The cognitive component refers to knowledge and beliefs about an object, the affective component to feelings and emotions, and the conative component to response tendencies. Attitudes can serve utilitarian, value-expressive, ego-defensive, and knowledge functions for consumers. While attitudes influence behavior, companies have difficulty directly influencing consumer purchasing behaviors and should instead provide evidence of benefits, correct misconceptions, offer samples, engage new technologies, and bring innovations to indirectly influence consumer behaviors by altering the components of their attitudes
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.
Consumer Attitude Formation and Change Learning Objectiv.docxdonnajames55
Consumer Attitude
Formation and Change
Learning Objectives
6.1 To understand how consumers' attitudes influence t heir decision-making.
6.2 To understand the tri-component attitude model.
6.3 To understand how to apply mu ltiattribute models to change consumers'
attitud es.
6.4 To understand how to alter consumers' attit udes by making particu lar needs
prominent .
6.5 To understand cognit ive elaboration and the two routes t o persuasion.
6.6 To understand cognit ive dissonance and resolving cognit ive conflicts.
6.7 To understand how peop le assign causa lity to events.
N ATTITUDE is a learned predisposition to
behave in a consistently favorable or unfavor-
able way toward a g iven object. In t he con-
text of consumer behavio r, an "object" can
be a product, brand, service, price, package, adver-
tisement, p romotional medium, or the retai ler sell ing
the product, among other dimensions of consumer
behavior.
Consumers learn attitudes from direct experi-
ence w it h the product , word-of-mouth, exposure to
mass media, and other information sources. Attitudes
reflect either favorable or unfavorable evaluations of
t he attit ude object and mot ivat e consumers either to
b uy o r not buy part icular products o r brands. Con-
sumers buy product s t oward which they have positive
and f avorable feeli ngs, and market ers m ust ensure
that consumers ma intain these attitudes fo llowing
the p urchase so t hat t hey keep buying their products
repeated ly.
Marketers who introduce new it ems strive to form
favorab le consumer attit udes toward the new p roducts
in order to get consumers to try them, like them, and
continue to b uy them. Doing so is difficu lt because
people are oft en unrecept ive to the unfamiliar, at least
initially. One way to establish positive attit udes towa rd
new products is to capitalize on wel l-establ ished brand
names. For example, Wrangler Traveler Jeans-a new
product featu red in Figure 6. 1-is targeted p rimarily to
millennia Is. Sales of jeans to mil lennials have slowed as
they dress in more comfortable clothing such as leg-
g ings and sweat pants. This ad tells consumers t hat the
traveler jeans are comfo rtable, like sweat pants, and
ca rry t he well-known brand name of Wrangler, so that
consumers can expect a certain level of qual it y.
FIGURE 6.1
Changing Attitudes
attitude
A learned predisposition
to behave in a consistently
favorable or unfavorable way
toward a given object.
CHAPTER 6 • Consum ER ATiiTud E FoRmATion And CHAng E 143
INTRODUCING
TRAVELER .....::::::::•--JEANS
'- U. t•lU. -la.- lt..., u ---·IIWI. o . ......... -
II .,. • lilA I -11:"'-• -)4oi.IO C ,.. t .... T ,. ,_ .. .....,. _ .. l.._•ooc.t
f '-l_II.,.S.WU1....,11aJunJIJ ...... ...,...,...,..._ ,fll "' ... r • .....,_ , P\>to<ltt,tca -PIOU. t.e "'"'_".,.,.
L I .,..n,., ... ...,IC - I' It I .. .ol. - .... ft, t- ,..,. 1111. II t -· -- ..... "" I - Oll&m. " WSit ..... - I .11.
This document discusses consumer behavior and provides a model of factors that influence it. It defines consumer behavior as acts of obtaining, using, and disposing of goods and services, including the decision processes involved. A simple model of consumer behavior is presented showing external influences and marketing stimuli affecting the consumer decision making process and resulting in consumer decisions and actions. A more detailed model then outlines various personal, psychological, social, and cultural factors that shape consumer behavior, such as age, gender, motivation, perception, learning, beliefs, attitudes, and reference groups.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
Consumer attitudes are learned predispositions to behave favorably or unfavorably towards an object. There are three key properties of attitudes: 1) They have an object, such as a product, brand, or service. 2) Attitudes are learned from direct experience or information from others. 3) Attitudes tend to be consistent with behavior, though situations can influence behavior. Models of attitudes suggest they have cognitive, affective, and conative components relating to beliefs, feelings, and intended behavior. Marketers study attitudes to understand consumer preferences and evaluate marketing activities.
This document provides background information on consumer behavior and discusses various influences on consumer decision making. It covers key topics like the definition of consumer behavior, influences from different behavioral science disciplines, why studying consumer behavior is important, factors that influence buying behavior like culture, social factors and personal factors, and consumer decision making models. It also discusses research approaches to study consumers, different demographic and psychographic variables, and the relationship between involvement levels and decision making types.
The document discusses key aspects of consumer behavior including the meaning of consumer behavior, types of consumers, factors that influence consumer behavior from various disciplines like psychology, sociology, economics, and applications of consumer behavior knowledge in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. It also outlines the consumer decision making process and different types of consumer buying behaviors.
The document discusses key aspects of consumer behavior including definitions, important disciplines involved like psychology and economics, consumer involvement, types of consumers and consumer buying behavior. It explains how understanding consumer behavior can help with identifying market opportunities, selecting target markets, and informing marketing mix decisions related to product, price, distribution and promotion.
This document provides an overview of consumer and business markets. It discusses factors that influence consumer behavior such as cultural, social, and personal factors. It also examines key psychological processes in consumer decision making including motivation, perception, learning, and memory. The document outlines the consumer buying decision process and stages in the business buying process. It discusses managing business-to-business relationships and institutional and government markets.
Consumer behavior all material Prepared by karventhan karventhanps
The document outlines Mahatma Gandhi's philosophy on customer service. It states that a customer is the most important visitor and the purpose of a business. A business depends on customers, not the other way around, and customers should be served with respect rather than as a favor.
The document discusses the tricomponent attitude model, which states that attitudes have three components:
1) A cognitive/knowledge component comprising people's beliefs and information about products/services.
2) An affective/emotional component referring to how people feel about their beliefs.
3) A conative/behavioral component regarding the tendency for action, like purchase intentions.
Consumer attitudes are formed based on experiences and information from personal and marketer sources retained in memory. Beliefs get reinforced over time to shape attitudes. The knowledge component leads to emotions, which can be seen in consumers' statements of feeling toward brands. The behavioral component governs actions like repurchases or recommendations.
Consumer behavior is influenced by social factors such as reference groups, opinion leaders, and subcultures. The consumer decision process involves 5 stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Maslow's hierarchy of needs model describes how consumers seek to fulfill physiological, safety, social, esteem, and self-actualization needs. Psychological influences on consumer behavior include motivation, perception, learning, attitudes and beliefs, and lifestyle.
Consumer Attitude Formation and Changes 1784Zubair Bhatti
Attitudes are learned predispositions to behave positively or negatively towards people, objects, services or ideas. They have three components - cognitive, affective and behavioral. Attitudes are formed through direct experience, social influences and personality traits. Marketers use various strategies to change attitudes, such as associating products with groups, resolving conflicting attitudes, and altering beliefs about attributes. Theories of attitude formation include cognitive dissonance theory and attribution theory, which provide different perspectives on how behavior can precede and influence attitude.
The document discusses consumer behavior and the consumer decision-making process. It describes how consumers search for information both internally and externally, evaluate alternatives, and make purchase decisions. The summary also explains how behavioral and cognitive learning theories influence consumer behavior. External factors like culture, subculture, reference groups, and family roles also impact consumer decisions. Understanding these concepts can help marketers develop effective advertising and promotion strategies.
The document discusses several key influences on consumer behavior:
1. Consumers are influenced by social factors like reference groups, opinion leaders, and subcultures. Families also socialize consumers at a young age.
2. Maslow's hierarchy of needs describes how consumers aim to fulfill physiological, safety, social, and esteem needs.
3. The consumer decision process involves problem recognition, information search, alternative evaluation, purchase, and post-purchase evaluation.
The document discusses consumer loyalty and decision making. It explains that consumer decision making involves selecting an option from multiple alternatives. There are three main models used to analyze consumer decisions: economic models based on rationality; psychological models based on needs and influences; and consumer behavior models that blend economic and psychological approaches. The document also discusses complex decision making, the factors that influence brand and store choice, and how marketing organizations can increase the likelihood of their brand being considered.
consumer buying behavior. The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. See also consumer decision making.
Consumer Behavior_Unit 1- AS PER syallbus.pptxSumanMaurya43
This document provides an overview of a course on consumer behavior. It discusses key topics that will be covered in the course, including definitions of consumer behavior, differences between consumers and customers, factors that influence consumer behavior, applications of understanding consumer behavior, and the impact of the internet and e-commerce on consumer behavior. It also explains the importance and need for studying consumer behavior to help marketers better understand customers.
This document discusses consumer attitudes. It defines consumer attitude as an inner feeling of favorableness or unfavorableness towards a product or service offering. Attitudes have three components - knowledge, feelings, and behavior. Attitudes serve several functions for consumers, including helping them evaluate products and make purchase decisions, expressing their values and identity, and simplifying decision making. How consumers feel about offerings affects their purchase decisions and behaviors. Marketers aim to understand consumer attitudes to influence purchasing.
Buyer Behaviour & Market Research Portfolioclsmith652
The document discusses the market research technique of personal introspection, using a case study of Lewis's department store, where 232 participants independently recorded their unbiased experiences and feelings about shopping at the store. Their introspections revealed strongly negative perceptions of the store's dilapidated environment, disorganized layout, and poor customer service. While personal introspection provides an "unvarnished" view of consumer cognition and affect, its success may be due to the obviously poor customer experience presented by the case study of Lewis's store.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
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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.
Consumer Attitude Formation and Change Learning Objectiv.docxdonnajames55
Consumer Attitude
Formation and Change
Learning Objectives
6.1 To understand how consumers' attitudes influence t heir decision-making.
6.2 To understand the tri-component attitude model.
6.3 To understand how to apply mu ltiattribute models to change consumers'
attitud es.
6.4 To understand how to alter consumers' attit udes by making particu lar needs
prominent .
6.5 To understand cognit ive elaboration and the two routes t o persuasion.
6.6 To understand cognit ive dissonance and resolving cognit ive conflicts.
6.7 To understand how peop le assign causa lity to events.
N ATTITUDE is a learned predisposition to
behave in a consistently favorable or unfavor-
able way toward a g iven object. In t he con-
text of consumer behavio r, an "object" can
be a product, brand, service, price, package, adver-
tisement, p romotional medium, or the retai ler sell ing
the product, among other dimensions of consumer
behavior.
Consumers learn attitudes from direct experi-
ence w it h the product , word-of-mouth, exposure to
mass media, and other information sources. Attitudes
reflect either favorable or unfavorable evaluations of
t he attit ude object and mot ivat e consumers either to
b uy o r not buy part icular products o r brands. Con-
sumers buy product s t oward which they have positive
and f avorable feeli ngs, and market ers m ust ensure
that consumers ma intain these attitudes fo llowing
the p urchase so t hat t hey keep buying their products
repeated ly.
Marketers who introduce new it ems strive to form
favorab le consumer attit udes toward the new p roducts
in order to get consumers to try them, like them, and
continue to b uy them. Doing so is difficu lt because
people are oft en unrecept ive to the unfamiliar, at least
initially. One way to establish positive attit udes towa rd
new products is to capitalize on wel l-establ ished brand
names. For example, Wrangler Traveler Jeans-a new
product featu red in Figure 6. 1-is targeted p rimarily to
millennia Is. Sales of jeans to mil lennials have slowed as
they dress in more comfortable clothing such as leg-
g ings and sweat pants. This ad tells consumers t hat the
traveler jeans are comfo rtable, like sweat pants, and
ca rry t he well-known brand name of Wrangler, so that
consumers can expect a certain level of qual it y.
FIGURE 6.1
Changing Attitudes
attitude
A learned predisposition
to behave in a consistently
favorable or unfavorable way
toward a given object.
CHAPTER 6 • Consum ER ATiiTud E FoRmATion And CHAng E 143
INTRODUCING
TRAVELER .....::::::::•--JEANS
'- U. t•lU. -la.- lt..., u ---·IIWI. o . ......... -
II .,. • lilA I -11:"'-• -)4oi.IO C ,.. t .... T ,. ,_ .. .....,. _ .. l.._•ooc.t
f '-l_II.,.S.WU1....,11aJunJIJ ...... ...,...,...,..._ ,fll "' ... r • .....,_ , P\>to<ltt,tca -PIOU. t.e "'"'_".,.,.
L I .,..n,., ... ...,IC - I' It I .. .ol. - .... ft, t- ,..,. 1111. II t -· -- ..... "" I - Oll&m. " WSit ..... - I .11.
This document discusses consumer behavior and provides a model of factors that influence it. It defines consumer behavior as acts of obtaining, using, and disposing of goods and services, including the decision processes involved. A simple model of consumer behavior is presented showing external influences and marketing stimuli affecting the consumer decision making process and resulting in consumer decisions and actions. A more detailed model then outlines various personal, psychological, social, and cultural factors that shape consumer behavior, such as age, gender, motivation, perception, learning, beliefs, attitudes, and reference groups.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
Consumer attitudes are learned predispositions to behave favorably or unfavorably towards an object. There are three key properties of attitudes: 1) They have an object, such as a product, brand, or service. 2) Attitudes are learned from direct experience or information from others. 3) Attitudes tend to be consistent with behavior, though situations can influence behavior. Models of attitudes suggest they have cognitive, affective, and conative components relating to beliefs, feelings, and intended behavior. Marketers study attitudes to understand consumer preferences and evaluate marketing activities.
This document provides background information on consumer behavior and discusses various influences on consumer decision making. It covers key topics like the definition of consumer behavior, influences from different behavioral science disciplines, why studying consumer behavior is important, factors that influence buying behavior like culture, social factors and personal factors, and consumer decision making models. It also discusses research approaches to study consumers, different demographic and psychographic variables, and the relationship between involvement levels and decision making types.
The document discusses key aspects of consumer behavior including the meaning of consumer behavior, types of consumers, factors that influence consumer behavior from various disciplines like psychology, sociology, economics, and applications of consumer behavior knowledge in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. It also outlines the consumer decision making process and different types of consumer buying behaviors.
The document discusses key aspects of consumer behavior including definitions, important disciplines involved like psychology and economics, consumer involvement, types of consumers and consumer buying behavior. It explains how understanding consumer behavior can help with identifying market opportunities, selecting target markets, and informing marketing mix decisions related to product, price, distribution and promotion.
This document provides an overview of consumer and business markets. It discusses factors that influence consumer behavior such as cultural, social, and personal factors. It also examines key psychological processes in consumer decision making including motivation, perception, learning, and memory. The document outlines the consumer buying decision process and stages in the business buying process. It discusses managing business-to-business relationships and institutional and government markets.
Consumer behavior all material Prepared by karventhan karventhanps
The document outlines Mahatma Gandhi's philosophy on customer service. It states that a customer is the most important visitor and the purpose of a business. A business depends on customers, not the other way around, and customers should be served with respect rather than as a favor.
The document discusses the tricomponent attitude model, which states that attitudes have three components:
1) A cognitive/knowledge component comprising people's beliefs and information about products/services.
2) An affective/emotional component referring to how people feel about their beliefs.
3) A conative/behavioral component regarding the tendency for action, like purchase intentions.
Consumer attitudes are formed based on experiences and information from personal and marketer sources retained in memory. Beliefs get reinforced over time to shape attitudes. The knowledge component leads to emotions, which can be seen in consumers' statements of feeling toward brands. The behavioral component governs actions like repurchases or recommendations.
Consumer behavior is influenced by social factors such as reference groups, opinion leaders, and subcultures. The consumer decision process involves 5 stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Maslow's hierarchy of needs model describes how consumers seek to fulfill physiological, safety, social, esteem, and self-actualization needs. Psychological influences on consumer behavior include motivation, perception, learning, attitudes and beliefs, and lifestyle.
Consumer Attitude Formation and Changes 1784Zubair Bhatti
Attitudes are learned predispositions to behave positively or negatively towards people, objects, services or ideas. They have three components - cognitive, affective and behavioral. Attitudes are formed through direct experience, social influences and personality traits. Marketers use various strategies to change attitudes, such as associating products with groups, resolving conflicting attitudes, and altering beliefs about attributes. Theories of attitude formation include cognitive dissonance theory and attribution theory, which provide different perspectives on how behavior can precede and influence attitude.
The document discusses consumer behavior and the consumer decision-making process. It describes how consumers search for information both internally and externally, evaluate alternatives, and make purchase decisions. The summary also explains how behavioral and cognitive learning theories influence consumer behavior. External factors like culture, subculture, reference groups, and family roles also impact consumer decisions. Understanding these concepts can help marketers develop effective advertising and promotion strategies.
The document discusses several key influences on consumer behavior:
1. Consumers are influenced by social factors like reference groups, opinion leaders, and subcultures. Families also socialize consumers at a young age.
2. Maslow's hierarchy of needs describes how consumers aim to fulfill physiological, safety, social, and esteem needs.
3. The consumer decision process involves problem recognition, information search, alternative evaluation, purchase, and post-purchase evaluation.
The document discusses consumer loyalty and decision making. It explains that consumer decision making involves selecting an option from multiple alternatives. There are three main models used to analyze consumer decisions: economic models based on rationality; psychological models based on needs and influences; and consumer behavior models that blend economic and psychological approaches. The document also discusses complex decision making, the factors that influence brand and store choice, and how marketing organizations can increase the likelihood of their brand being considered.
consumer buying behavior. The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. See also consumer decision making.
Consumer Behavior_Unit 1- AS PER syallbus.pptxSumanMaurya43
This document provides an overview of a course on consumer behavior. It discusses key topics that will be covered in the course, including definitions of consumer behavior, differences between consumers and customers, factors that influence consumer behavior, applications of understanding consumer behavior, and the impact of the internet and e-commerce on consumer behavior. It also explains the importance and need for studying consumer behavior to help marketers better understand customers.
This document discusses consumer attitudes. It defines consumer attitude as an inner feeling of favorableness or unfavorableness towards a product or service offering. Attitudes have three components - knowledge, feelings, and behavior. Attitudes serve several functions for consumers, including helping them evaluate products and make purchase decisions, expressing their values and identity, and simplifying decision making. How consumers feel about offerings affects their purchase decisions and behaviors. Marketers aim to understand consumer attitudes to influence purchasing.
Buyer Behaviour & Market Research Portfolioclsmith652
The document discusses the market research technique of personal introspection, using a case study of Lewis's department store, where 232 participants independently recorded their unbiased experiences and feelings about shopping at the store. Their introspections revealed strongly negative perceptions of the store's dilapidated environment, disorganized layout, and poor customer service. While personal introspection provides an "unvarnished" view of consumer cognition and affect, its success may be due to the obviously poor customer experience presented by the case study of Lewis's store.
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2. WHAT ARE ATTITUDES?
In a consumer behaviour context, an attitude is a learned
predisposition to behave in a consistently favourable or
unfavourable way with respect to a given object.
Each part of this definition describes an important property of
an attitude and is critical to understanding the role of
attitudes in consumer behaviour.
3. THE ATTETION ‘Object’
The word object in our consumer-oriented definition of attitude should be
interpreted broadly to include specific consumption - or marketing-related
concepts, such as product, product category, brand, service, possessions,
product use, causes or issues, people, advertisement, Internet site, price,
medium or retailer.
Example:
If we were interested in learning consumers’ attitudes towards three major
brands of DVD players, our ‘object’ might include Sony, Toshiba and Panasonic;
if we were examining consumer attitudes towards major brands of mobile
phones, our ‘object’ might include Nokia, Sony Ericsson, Samsung and Motorola.
4. ATTITUDES ARE LEARNED
PREDISPOSITIONS
There is general agreement that attitudes are learned. This means that attitudes
relevant to purchase behaviour are formed as a result of direct experience with
the product, word-of-mouth information acquired from others, or exposure to
mass-media advertising, the Internet and various forms of direct marketing
(e.g. a retailer’s catalogue).
5. ATTITUDES HAVE
CONSISTENCY
Another characteristic of attitudes is that they are relatively consistent with
the behaviour they reflect. However, despite their consistency, attitudes are
not necessarily permanent; they do change.
6. ATTITUDES OCCUR WITHIN
A SITUATION
It is not immediately evident from our definition that attitudes occur within and
are affected by the situation. By situation, we mean events or circumstances
that, at a particular time, influence the relationship between an attitude and a
behaviour. A specific situation can cause consumers to behave in ways seemingly
inconsistent with their attitudes.
Example:
let us assume that a Danish consumer, Marcus, purchases a different brand of
deodorant each time the brand he is using runs low. for example, his wish to
economise. Thus, he will buy whatever is the least expensive brand,
7. STRUCTURAL MODELS OF ATTITUDES
The Cognitive Component
The knowledge and perceptions that are
acquired by a combination of direct
experience with the attitude object and
related information from various sources.
Tricomponent attitude model
8. STRUCTURAL MODELS OF ATTITUDES
The Affective Component
A consumer’s emotions or feelings about a
particular product or brand constitute the
affective component of an attitude. These
emotions and feelings are frequently treated
by consumer researchers as primarily
evaluative in nature; that is, they capture an
individual’s direct or global assessment of the
attitude object (the extent to which the
individual rates the attitude object as
‘favourable’ or ‘unfavourable’, ‘good’ or ‘bad’).
Tricomponent attitude model
9. STRUCTURAL MODELS OF ATTITUDES
The Conative Component
Conation, the final component of the
tricomponent attitude model, is concerned
with the likelihood or tendency that an
individual will undertake a specific action or
behave in a particular way with regard to the
attitude object
Tricomponent attitude model
10. MULTI-ATTRIBUTE ATTITUDE MODELS
Multi-attribute attitude models portray consumers’ attitudes with regard to an attitude
object (e.g. a product, a service, a direct-mail catalogue, a cause or an issue) as a
function of consumers’ perception and assessment of the key attributes or beliefs held
with regard to the particular attitude object.
12. ATTITUDE FORMATION
HOW ATTITUDES ARE LEARNED
When we speak of the formation of an attitude, we refer to the shift from having no
attitude towards a given object (e.g. an MP3 player) to having some attitude towards it
(e.g. having an MP3 player is great when you want to listen to music while on a
treadmill at the gym).
13. ATTITUDE FORMATION
SOURCES OF INFL UENCE
ON ATTITUDE FORMATION
The formation of consumer attitudes is strongly infl uenced by personal experience, the
influence of family and friends, direct marketing and mass media.
The primary means by which attitudes towards goods and services are formed is
through the consumer’s direct experience in trying and evaluating them.
14. ATTITUDE FORMATION
PERSONALITY FACTORS
Personality also plays a critical role in attitude formation.
Example, individuals with a high need for cognition (i.e. those who crave information
and enjoy thinking) are likely to form positive attitudes in response to advertisements
or direct mail that are rich in product-related information. On the other hand,
consumers who are relatively low in need for cognition are more likely to form positive
attitudes in response to advertisements that feature an attractive model or well-
known celebrity.
15. Altering consumer attitudes is a key strategy
consideration for most marketers. For marketers
who are fortunate enough to be market leaders and
to enjoy a significant amount of customer goodwill
and loyalty, the overriding goal is to fortify the
existing positive attitudes of customers so that
they will not succumb to competitors’ special offers
and other inducements designed to win them over.
STRATEGIES OF
ATTITUDE CHANGE
16. 01
CHANGING THE
CONSUMER’S
BASIC
MOTIVATIONAL
FUNCTION
02 03 04
STRATEGIES OF ATTITUDE CHANGE
05
ASSOCIATING
THE PRODUCT
WITH A SPECIAL
GROUP, EVENT
OR CAUSE
RESOLVING TWO
CONFL ICTING
ATTITUDES
ALTERING
COMPONENTS
OF THE MULTI-
ATTRIBUTE
MODEL
CHANGING
CONSUMER
BELIEFS ABOUT
COMPETITORS’
BRANDS
17. BEHAVIOUR CAN PRECEDE OR FOLLOW
ATTITUDE FORMATION
COGNITIVE DISSONANCE THEORY
According to cognitive dissonance theory, discomfort or dissonance occurs when a consumer
holds conflicting thoughts about a belief or an attitude object. For instance, when consumers
have made a commitment – made a deposit or placed an order for a product, particularly an
expensive one such as a car or a personal computer – they often begin to feel cognitive
dissonance when they think of the unique, positive qualities of the brands not selected (‘left
behind’).
18. BEHAVIOUR CAN PRECEDE OR FOLLOW
ATTITUDE FORMATION
ATTRIBUTION THEORY
As a group of loosely interrelated social psychological principles, attribution theory attempts to
explain how people assign causality (e.g. blame or credit) to events on the basis of either their
own behaviour or the behaviour of others. In other words, a person might say, ‘I contributed
to UNICEF because it really helps people in need’, or ‘She tried to persuade me to buy that
unknown digital camera because she’d make a bigger commission’.