Cb and Attitude

8/2/2019 Cb and Attitude

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Consumer Behavior and AttitudeGroup:

Ramandeep kaur

Sunil Jaiswal

Sunil Garg

Nilesh

Neha Bhavsar


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What is an Attitude?

It represents what we like and dislike

An attitude is a lasting general evaluation of

something - it has knowledge of that something,liking or disliking, and the strength of the feelings.

They are lasting, but changeable.

Consumer attitudes are a composite of a

consumers (1) beliefs about, (2) feelings about,(3) and behavioral intentions toward some object--within the context of marketing


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BUThaving a positive attitude does not

mean that well buy a specific product

We distinguish between attitude toward theobject and attitude toward the behavior of

purchase


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Beliefs

May be positive, negative or neutral.

May be in-accurate and contradictory also.

The Multiattribute (also sometimes known as the Fishbein)Model attempts to summarize overall attitudes into onescore using the equation:

Wi = weight or importance of the belief

Xib = Evaluation of the belief by the consumer


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Affect

Consumers also hold certain feelings toward brands

or other objects.

Sometimes these feelings are based on the beliefs

(e.g., a person feels nauseated when thinking about

a hamburger because of the tremendous amount of

fat it contains).

But there may also be feelings which are relatively

independent of beliefs.


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Behavioral intention

The behavioral intention is what the consumer plans

to do with respect to the object (e.g., buy or not

buy the brand).

This is sometimes a logical consequence of beliefs

(or affect)

But may sometimes reflect other circumstances--

e.g., although a consumer does not really like a

restaurant, he or she will go there because it is ahangout for his or her friends.


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What functions do attitudes provide?

Utilitarian -does the clothing fit, is it appropriate,does it provide what we need?

Value-expressive: clothing says that you are aprofessional

Ego-expressive: clothing conveys self-image

Knowledge: summarizes the image we are trying togive, a Dress from John Players conveys that youare a professional


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The Variety of Consumer Attitudes

Attitudes toward productCampbell Soup at hand

Attitudes toward company - Philip Morris, Kraft

Attitudes toward a retailerWal Mart

Attitudes toward product attributessalt contentAttitudes toward various types of brand associations

Logosdesigndo you like the Nike swoosh?

Symbolsmeaningsdo you like the Maharaja of Indian Airlines?

Product endorserssports figuresdo you like Michael Jordan?

Attitudes toward advertisingdo you like the ads for the Coke?


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Attitude-Behavior Consistency

Consumers often do not behave consistentlywith their attitudes for several reasons:

o Ability.

o Competing demands for resources.

o Social influence.

o Measurement problems.


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Measurement of Attitudes

How much do you like Britannia Gooday?Like very much . . . . . . . . . . . Dislike very much

How favorable is your attitude toward Gooday?

Very favorable . . . . . . . . . Very unfavorableGooday Biscuits are:Good . . . . . . . . . . . . . . Bad

Nutritious . . . . . . . . . . . . . . . Not nutritiousNonfattening . . . . . . . . . . . . . . . Fattening

I like Gooday Biscuits:strongly agree neither agree disagree stronglyagree nor disagree disagree


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Intentions

Do you intend to buy BGD Biscuits?

SA A NAND D SD NA DK

How likely is it that you would buy BGD Biscuits?Very likely . . . . . . . . . . . . Very unlikely

What is the probability that you will buy BGD

Biscuits?

0% 10% 20% . . . . . . 100%


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Theory of Reasoned Action

Behavior is a direct result of intentionTwo factors involved in behavioral intention:Attitude toward the act of purchaseSubjective normthe feelings of others who may be important to us

Subjective Norm

SN refers to the perception of what other people think we should dowith respect to a certain behavior, such as brand purchase

SN consists of

Normative beliefs: the perceived expectations that significantothers think the consumer should or should not behave in a certainway (buy the brand)

Motivation to comply: the extent to which the consumer considersthe possible opinions of significant others when forming an intentto purchase

Do you agree with the doctor?


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Applying the Theory of Reasoned Action to

Change Intentions

Changing attitude toward purchase

Change beliefs

Change affectChanging subjective norms

Change Normative beliefswhat others think

Motivation to complydo we want to do what the otherswant us to do?


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Hierarchies of Effects

What is the likely order?

Beliefs, affect, behavior - cognitiveBeliefs, behavior, affect - learning

Affect, behavior, beliefs - hedonic

Try it, youll like it


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Multi-attribute modelsAssume that all the attributes of products are evaluatedPeople have beliefs regarding a particular products having

each attributeSome attributes are more important than othersBuying running shoes with the proper fit is:

Necessary . . . . . . UnnecessaryHow likely is it that New Balance shoes can give you the

correct fit?Very likely . . . . . . . . Very unlikely

Ideal point modelsCompares your brand versus an ideal held by consumersMeasures the perceptions of the brands location along anattribute continuumMultiplied by an importance level for each attribute

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