Consumer Attitude
Consumer Attitude
Consumer Attitude
AND CHANGES
CONSUMER BEHAVIOUR
NIKHIL GARODIA
AYUSH JAISWAL
CHETAL BHOLE
ROHIT LAD
KISHAN DESAI
ANURAG GAONARKAR
ATTITUDE
An attitude is a learned predisposition to behave in a
consistently favorable or unfavorable way toward a given
object.
In context of consumer behaviour, an OBJECT can be
product, brand, service, price, package, advertisement,
promotions medium or the retailer selling the product
among many other aspects of consumption.
Attitudes are learned from direct experience with the
product, word of mouth, exposure to mass media and
other information sources that consumer are exposed to.
Attitudes reflect either favorable or unfavorable
evaluations of the attitude object and motivate consumers
to either buy or not buy particular products or brands
Attitude models
1)Tri-component
model
2)Multi-attribute
model
i. Attitude-towards object model
ii. Attitude towards behaviour model
iii.Theory of reasoned action
3)Theory
Multi-Attribute Concept
https://www.youtube.com/watch?v=Q9rD66l8yLE
Ego-Defensive
Form and use attitudes to
defend their ego against
threats and shortcomings
Value Expressive
Attitudes are formed and
serve to express a
persons central values
and self-concept
Knowledge
Serve as a means of
organizing beliefs about
objects and activities.
Maybe accurate or
inaccurate.
Attitude rather than
reality will guide behavior.
A brand can find out how close it is to the Ideal brand. A value of
0 is ideal because at this point the brand is the Ideal brand.
Implications of the Model The higher the value of a brand, the further away it is from the Ideal
perception of the brand.
Improve the Brand Attributes and move closer to the Ideal
brand.
For Example - If the usefulness of the special features. Brand A is
further away from the ideal brand on all aspects and requires
improvement on it.
Cognitive Dissonance
Cognitive Dissonance occurs when a consumer holds
conflicting thoughts about a belief or an attitude object.
When cognitive dissonance occurs after a purchase, it
is called post-purchase dissonance.