Consumer Attitude, perception & behavior

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study on consumer attitude for purchasing product and in area of product marketing. it also include consumer behavior, perception, etc.

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PowerPoint Presentation:

A Presentation on Consumer Attitude Prepared by: Guide by: Jignesh Pandav Mr. Kartik Khatsuriya Submitted to: Shree sahajanand institute of management Bhavnagar.

What are attitudes? :

What are attitudes? Researchers tend to assess attitudes by asking questions or making inferences from behavior. An attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.

The Attitude “Object” :

The Attitude “Object” Object refers to such things as: product, product category, brand, service, possessions, product use, advertisement price, or retailer. In attitude research we tend to be object-specific .

STRUCTURAL MODEL OF ATTITUDE:

STRUCTURAL MODEL OF ATTITUDE TRICOMPONENT ATTITUDE MODEL MULTIATTRIBUTE ATTITUDE MODEL THEORY OF TRYING-TO-CONSUME MODEL ATTITUDE-TOWARDS-THE-AD MODEL

TRICOMPONENT ATTITUDE MODEL:

TRICOMPONENT ATTITUDE MODEL

The Cognitive Component :

The Cognitive Component Cognitions are previous knowledge or experiences with or about the object. This previous knowledge/experience allows the consumer to form perceptions or beliefs about the product.

The Affective Component :

The Affective Component The affective component of an attitude consists of the consumer’s emotions or feelings Affect-laden experiences manifest themselves as emotionally charged states (such as happiness or sadness). Consumer researchers try to measure this element using global evaluative measures.

The Conative Component :

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. In marketing and consumer research, the conative component is frequently treated as an expression of the consumer’s intention to buy .

MULTIATTRIBUTE ATTITUDE MODEL :

MULTIATTRIBUTE ATTITUDE MODEL

The Attitude-Toward-Object Model :

The Attitude-Toward-Object Model According to the attitude-toward-object model , the consumer’s attitude toward a product or specific brands of a product is a function of the presence (or absence) and evaluation of certain product-specific beliefs and/or attributes.

The Attitude-Toward-Behavior Model :

The Attitude-Toward-Behavior Model The attitude-toward-behavior model is the individual’s attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself.

Theory of Trying-to-Consume Model :

Theory of Trying-to-Consume Model The theory of trying-to-consume is designed to account for the cases where the action or outcome is not certain but reflects the consumer’s efforts to consume. Researchers have recently extended this inquiry by examining those situations where consumers do not try to consume—that is, fail to try to consume .

Attitude-Toward-the-Ad Models :

Attitude-Toward-the-Ad Models As the attitude-toward-the-ad model depicts, the consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an ad. These feelings and judgments in turn affect the consumer’s attitude toward the ad and beliefs about the brand acquired from exposure to the ad. Finally, the consumer’s attitude toward the ad and beliefs about the brand influence his or her attitude toward the brand. Consumer socialization has also shown itself to be an important determinant of a consumer’s attitudes toward advertising.

ATTITUDE-TOWARDS-THE-AD MODEL:

ATTITUDE-TOWARDS-THE-AD MODEL Exposure to an Ad Judgments about the Ad (cognition) Feelings from the Ad (Affect) Beliefs about the brand Attitude toward the Ad Attitude towards the brand

ATTITUDE FORMATION :

ATTITUDE FORMATION How do people, especially young people, form their initial general attitudes toward “things”? How do family members and friends, admired celebrities, mass media advertisements, even cultural memberships, influence the formation of their attitudes concerning consuming or not consuming each of these types of apparel items? Why do some attitudes seem to persist indefinitely, while others change fairly often?

How Attitudes Are Learned :

How Attitudes Are Learned Consumers often purchase new products that are associated with a favorably viewed brand name. In terms of classical conditioning , an established brand name is an unconditioned stimulus that through past positive reinforcement resulted in a favorable brand attitude. Sometimes attitudes follow the purchase and consumption of a product. Consumers are not always ready or willing to process product-related information. Consumers often use only a limited amount of the information available to them.

Sources of Influence on Attitude Formation :

Sources of Influence on Attitude Formation The formation of consumer attitudes is strongly influenced by personal experience , the influence of family and friends, direct marketing , and mass media . As we come in contact with others, especially family, close friends, and admired individuals (e.g., a respected teacher), we form attitudes that influence our lives.

Personality Factors:

Personality Factors Individuals with a high need for cognition (information) are likely to form positive attitudes in response to ads that are rich in product-related information . Consumers who are relatively low in need for cognition (information) are more likely to form positive attitudes to ads that feature attractive models or well-known celebrities.

STRATEGIES OF ATTITUDE CHANGE :

STRATEGIES OF ATTITUDE CHANGE Attitude changes are learned ; they are influenced by personal experience and other sources of information , and personality affects both the receptivity and the speed with which attitudes are likely to be altered. Altering attitudes is a key strategy for marketers, especially when taking aim at market leaders.

PowerPoint Presentation:

Changing the basic motivational function Associating the product with a special group, event or cause Resolving two conflicting attitudes (sugar free) Changing beliefs about competitors’ brand

Attribution theory :

Attribution theory

Attributions Toward Others :

Attributions Toward Others Every time a person asks “Why?” about a statement or action of another or “others”—a family member, a friend, a salesperson, a direct marketer, a shipping company— attribution toward others theory is relevant.

Attributions Toward Things :

Attributions Toward Things It is in the area of judging product performance that consumers are most likely to form product attributions toward things . Specifically, they want to find out why a product meets or does not meet their expectations. In this regard, they could attribute the product’s successful performance (or failure) to the product itself, to themselves, to other people or situations, or to some combination of these factors.

Bibliography :

Bibliography Consumer behavior, tenth edition, Leon G. Schiffman, Leslie Lazar kanuk, S. Ramesh Kumar Internet

PowerPoint Presentation:

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