My Attitudes


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My Attitudes

  2. 2. Wendy’s Offers Salads To Differentiate Itself
  3. 3. Consumer Attitudes <ul><li>What are Attitudes? </li></ul><ul><li>Attitude Heirarchy & Structure and composition of attitudes </li></ul><ul><li>( Models ) </li></ul><ul><li>How are they formed and changed? Attitude influence Stratigies . </li></ul>
  4. 4. Attitudes <ul><li>Why? </li></ul><ul><li>Attitude research is important to know what is in the heart of consumer. </li></ul><ul><li>To gauge how firms target audience will react to the new changes in the Mkt’g Mix. </li></ul>
  5. 5. <ul><li>Attitudes are learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object ( brand). </li></ul><ul><li>Brand Attitude-are consumers ( C’r) learned tentencies to evaluate brand based on schema of a brand c’r stores in long term memory. </li></ul><ul><li>e.g. LIC, BSNL </li></ul><ul><li>Brand belief brand evaluation Intendd behaviour </li></ul>
  6. 6. Components of Attitude- mutually interdependence <ul><li>Brand beliefs - cognitive/thinking . </li></ul><ul><li>Brand Evaluation – affective or feeling. </li></ul><ul><li>Intention to buy- behavioural </li></ul>
  7. 7. Vocabulary of Brand beliefs for a soft drink <ul><li>Product atributes </li></ul><ul><li>Caloric content </li></ul><ul><li>Vitamin content </li></ul><ul><li>Natural ingredients </li></ul><ul><li>Sweetness </li></ul><ul><li>After taste </li></ul><ul><li>carbonation </li></ul><ul><li>Product benefits </li></ul><ul><li>Restores energy </li></ul><ul><li>Nutritional </li></ul><ul><li>Good for the whole family </li></ul><ul><li>Gives a lift </li></ul><ul><li>Good at meal times </li></ul><ul><li>Thirst quenching </li></ul>
  8. 8. Components of Attitudes Cognitive component ( brand belief) Affective component (brand evaluation) Behavioural Component ( intention to buy ) Purchase decision
  9. 9. Hierarchy of attitude <ul><li>Cognitive-thoughts </li></ul><ul><li>Affective- feelings </li></ul><ul><li>Cognitive-Actions </li></ul>
  10. 10. Attitude Hierarchies Type of Hierarchy Sequence Nature of Information processing <ul><li>High involvement </li></ul>Beliefs-thoughts Active, purchase specific processing Evaluation- feelings Behavior- action <ul><li>Low invol’ment </li></ul>Behavior -actions Passive, purchase specific processing Evaluation -feelings beliefs-thoughts <ul><li>Experiential </li></ul>Evaluation-feelings Active, ongoing processing Behavior-actions Beliefs-thoughts
  11. 11. Degrees of Involvement and Types of Attitude Hierarchy <ul><li>High Involvement </li></ul><ul><li>Low Involvement </li></ul>Emotional Hierarchy <ul><li>Begins with intense emotions </li></ul>Rational Hierarchy <ul><li>Begins with consideration of multiple features </li></ul><ul><li>Begins with mood </li></ul><ul><li>Begins with consideration of one or two features </li></ul>Low-involvement hierarchy
  12. 12. Attitude Development <ul><li>Family </li></ul><ul><li>Peer group </li></ul><ul><li>Information experience </li></ul><ul><li>personality </li></ul>
  13. 13. Functions of Attitude <ul><li>Utilitarian Function </li></ul><ul><li>Value Expressive- </li></ul><ul><li>Ego Defensive </li></ul><ul><li>Knowledge function </li></ul>
  14. 14. Role of Attitudes in developing marketing Strategies. <ul><li>Identify Benefit segments </li></ul><ul><li>Develop new products </li></ul><ul><li>Formulate & evaluate mkt’g mix strategies. </li></ul>
  15. 15. Relationship of beliefs and behaviour <ul><li>Balance theory - cognitive consistency </li></ul><ul><li>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. </li></ul>
  16. 16. Behavior and attitude <ul><li>Cognitive dissonance-Attitudes sometimes change to confirm previous behaviour.e.g bettors </li></ul><ul><li>Passive learning- C’r learn about the brand with little the pdt with involving issue/personal situstion. </li></ul><ul><li>Disconfirmation of expectations. </li></ul>
  17. 17. Strategies of Attitude Change <ul><li>Changing the Basic Motivational Function </li></ul><ul><li>Associating the Product With an Admired Group or Event </li></ul><ul><li>Altering Components of the Multiattribute Model </li></ul><ul><li>Changing Beliefs About Competitors’ Brands </li></ul>
  18. 18. Methods of Influencing the Customer’s Behavior <ul><li>Incentives- low involvement products. </li></ul><ul><li>Structuring the physical environment - display of eatables, magazines or novelties in the checkout lines, spaciousness of aisles & lightning conditions, slow pace music. (ecological design) </li></ul><ul><li>Government mandates - consumers lack competence to judge their own concerns .e.g. seatbelts, auto insurance, speed limits. </li></ul><ul><li>Business procedures - store hrs time, instore surveillance design. </li></ul><ul><li>Information structuring –e.g. declaring the item as last one in stock. </li></ul>
  19. 19. Conclusion <ul><li>Reinforcing existing behavior is easier then changing them. </li></ul><ul><li>E.g Miller lite is less filling, tastes great. </li></ul><ul><li>If attitudes about the brand r effective , then try to change the attitudes of non users. </li></ul>
  20. 20. Clorox Uses A Utilitarian Appeal
  21. 21. AC Delco Uses a Value-Expressive Appeal
  22. 22. A Knowledge Appeal