The document discusses various topics related to consumer attitudes, including what attitudes are, how they are formed and changed, and their influence on marketing strategies. It describes the cognitive, affective, and behavioral components of attitudes, and different models of attitude hierarchy. It also discusses how attitudes can be used to develop marketing strategies, identify customer benefits, and evaluate products and marketing mix elements.

1. ATTITUDES MAMTA MOHAN

2. Wendy’s Offers Salads To Differentiate Itself

3. Consumer Attitudes What are Attitudes? Attitude Heirarchy & Structure and composition of attitudes ( Models ) How are they formed and changed? Attitude influence Stratigies .

4. Attitudes Why? Attitude research is important to know what is in the heart of consumer. To gauge how firms target audience will react to the new changes in the Mkt’g Mix.

5. Attitudes are learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object ( brand). Brand Attitude-are consumers ( C’r) learned tentencies to evaluate brand based on schema of a brand c’r stores in long term memory. e.g. LIC, BSNL Brand belief brand evaluation Intendd behaviour

6. Components of Attitude- mutually interdependence Brand beliefs - cognitive/thinking . Brand Evaluation – affective or feeling. Intention to buy- behavioural

7. Vocabulary of Brand beliefs for a soft drink Product atributes Caloric content Vitamin content Natural ingredients Sweetness After taste carbonation Product benefits Restores energy Nutritional Good for the whole family Gives a lift Good at meal times Thirst quenching

8. Components of Attitudes Cognitive component ( brand belief) Affective component (brand evaluation) Behavioural Component ( intention to buy ) Purchase decision

9. Hierarchy of attitude Cognitive-thoughts Affective- feelings Cognitive-Actions

10. Attitude Hierarchies Type of Hierarchy Sequence Nature of Information processing High involvement Beliefs-thoughts Active, purchase specific processing Evaluation- feelings Behavior- action Low invol’ment Behavior -actions Passive, purchase specific processing Evaluation -feelings beliefs-thoughts Experiential Evaluation-feelings Active, ongoing processing Behavior-actions Beliefs-thoughts

11. Degrees of Involvement and Types of Attitude Hierarchy High Involvement Low Involvement Emotional Hierarchy Begins with intense emotions Rational Hierarchy Begins with consideration of multiple features Begins with mood Begins with consideration of one or two features Low-involvement hierarchy

12. Attitude Development Family Peer group Information experience personality

13. Functions of Attitude Utilitarian Function Value Expressive- Ego Defensive Knowledge function

14. Role of Attitudes in developing marketing Strategies. Identify Benefit segments Develop new products Formulate & evaluate mkt’g mix strategies.

15. Relationship of beliefs and behaviour Balance theory - cognitive consistency Multi attribute theory - attitude formation is function of C’r belief. Diagnose the strengths of competitive brands. apply the vocabulary of brand attributes .e.g. Listerine.

16. Behavior and attitude Cognitive dissonance-Attitudes sometimes change to confirm previous behaviour.e.g bettors Passive learning- C’r learn about the brand with little involvement.link the pdt with involving issue/personal situstion. Disconfirmation of expectations.

17. Strategies of Attitude Change Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Altering Components of the Multiattribute Model Changing Beliefs About Competitors’ Brands

18. Methods of Influencing the Customer’s Behavior Incentives- low involvement products. Structuring the physical environment - display of eatables, magazines or novelties in the checkout lines, spaciousness of aisles & lightning conditions, slow pace music. (ecological design) Government mandates - consumers lack competence to judge their own concerns .e.g. seatbelts, auto insurance, speed limits. Business procedures - store hrs time, instore surveillance design. Information structuring –e.g. declaring the item as last one in stock.

19. Conclusion Reinforcing existing behavior is easier then changing them. E.g Miller lite is less filling, tastes great. If attitudes about the brand r effective , then try to change the attitudes of non users.

20. Clorox Uses A Utilitarian Appeal

21. AC Delco Uses a Value-Expressive Appeal

22. A Knowledge Appeal