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Implications of Attitude in Consumer Behavior
The document explores the relationship between consumer attitudes and branding strategies, highlighting the significance of consumer receptivity towards products and brands. It discusses the role of beliefs, attitudes, and values in shaping consumer behavior, and how brands can influence these through marketing strategies. Various examples, including leaders and brands like Tesla and Patanjali, are used to illustrate the impact of attitudes on marketing effectiveness.
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Implications of Attitude in Consumer Behavior
- 1. Attitudes and theirimpact on branding strategies
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- 6. What will bethe gain? Understand receptivity of consumer towards a product category or a brand Application of marketing mix for favourable impression on psyche of consumer How a brand ensure that a consumer devolp a positive attitude towards the brand? Analysis of culture value to a customer and how to use it? Learning from a pioneer brand in category
- 7. Linkages in AttitudeFormation BELIEFS ATTITUDES VALUES FEW IN NUMBER DIFFICULT TO INFLUENCE NOT TIED TO SITUATIONS CONVICTION MENTAL PREDISPOSITION TOWARDS ANYTHING MENTAL STATEMENT ABOUT ANYTHING
- 8. Any attitudes for:::: • Tesla • https://youtu.be/QweNsLesMr M • Patanjali • https://youtu.be/Mccx4EqoCSI
- 9. Marketing implications All beliefsneed not necessarily become attitudes Interrelated beliefs build attitudes An individual will have a large number of beliefs , fewer attitudes and even fewer values
- 10. Identify Beliefs ?Attitude? Values? Vikrant motorcycles Harley Cadbury Patanjali Tata Reliance Kingfisher Tesla Alan musk Mark Zuckerberg Vladimir Putin Obama Singapore Silicon valley South Africa Australia
- 11. Role of Beliefsin Attitude Raymond https://youtu.be/RQf4ePAosCA Surf Excel https://youtu.be/CkCD4I5GO7Q
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- 13. Multi component inAttitude Cognitive : Linked to beliefs and Knowledge Affective : How good and bad a consumer feel about Conative : Action phase which motivate the consumer to buy • https://youtu.be/vCIFhFaoL7E • https://youtu.be/XzbE3LkfcKc
- 14. Conditioned Learning Positive reinforcement ( Family Branding) (Celebrity endorsement) Cognitive learning leading to solutions Attitudes are formed by
- 15. Brands Attitude towards Brands/ProductCategories Attitude Usage Consumer familiarity New product categories few brands Creation of a category in the mindset Attitudinal components Attitude towards brands Digital Watches Maggi
- 16. Influence/Change on/of attitudeformation Utilitarian Function •LG Washing Machine Ego defensive function Value expressive function Knowledge function Association with events https://youtu.be /D8TFiLoxw3o https://youtu.be /o49pq2_A-_o https://youtu.be /-v1urLWR5zg https://youtu.b e/IRwmXecuF1s https://youtu.b e/dDMlo777ySo
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- 18. Few thoughts… Changing Brand Beliefs(Relaunching Breeza, Milk and lassi vs other soft drinks… Using a new attribute brand( when to change Oral-B tooth brush, Red label with vitamins and anti- oxidants…
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