Consumer Attitude & Mkt Structure (Lecture 4)

7/27/2019 Consumer Attitude & Mkt Structure (Lecture 4)

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PROF.DEEPIKA


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Expressions of inner feelings that reflect whether aperson is favorably or unfavorably predisposed tosome object

in marketing, object can be a brand, a brandname, a service, a service provider, a retail store, acompany, an advertisement, in essence, any

marketing stimuli.

What is an attitude?


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Attitudes

attitudes are acquired, we are not born with them attitudes can be positive or negative

attitudes may be complex and contradictory

attitudes are functional for an individual's lifestyle

attitudes have different intensities

attitudes fit our central values

attitudes are unique to each individual

attitudes can be modified and influenced by persuasion

attitudes are assumed to be linked to behaviour (e.g

purchasing)


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Why, From a Marketers point of view,

is it important to know about Attitudes?

If a consumer is favorably disposed towards

your product or service (i.e. has a positive

attitude) then you want to keep them so

disposed

If they are unfavorably disposed or neutralthen you want to change their attitude.


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Therefore we need to know

How to Change Consumers Attitudes?

Why Consumers Form Attitudes?

How Consumers Form Attitudes?

How to Measure Consumers Attitudes


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personality of the individual

family peers

experience

education

culture subculture, nationality

Attitudes are learned predispositions; therefore,their development is influenced by


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Cognition Component: Knowledge And PerceptionAcquired By People Beliefs

Affect Component: Feeling About Product Or BrandFavourable Or Unfavourable Feeling. Positive OrNegetive.

Conation Componen: Likelihood Or The Probability OfThe Consumer To Take A Definite Action With Regard

To The Attitude Object, Which May Be ActualBehaviour Also Called Buyer`s Intention.


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The ABCs of attitudes: The Affective Component (feelings) I feel good about myself when I drive a BMW The Behavioral Component (action toward object) I will buy a BMW next time The Cognitive Component (beliefs) I think BMWs are quality cars


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COGNATION

AFFECT CONATION

INTERPLY OF THESE THREE GIVE US ANIDEA ABOUT THE BUYER`S ATTITUDE.


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The Model Does Not Predict The Behaviour OfThe Consumer, But The Intention To BehaveIn A Particular Way.

Model Say Behaving In A Particular Way WillResult In A Particular Consequence.


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Designed To Access Situation WhereOutcome Is Uncertain But There Is An EffortFrom Consumer`s Side To Purchase.

Theory Highlights: Constraining FactorsWhich Prohibit The Consumer FromConverting The Attitude Into Actual Pattern.


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Lets See How It Works:

Consumerad HIS EXPOSURE HE IS

AFFECTED HE STARTS REACTING TO THEAd BY FEELING AND APPLYING THEMIND(COGNITION) AFTER SEEING THE Ad.

FORMATION OF ATTITUDE TOWARDS Ad SAME TOWARDSBRAND/PRODUCT.FORMATION OF CONSUMER ATTITUDE TOWARDS THEBRAND: ONE IS JUDGEMENTAL EVALUATION ( WHETHER THEAd WAS INFORMATIVE, VAGUE, HOLISTIC ETC AND FEELINGTHE CONSUMER GOT FROM THE Ad SATISFIED, CURIOUS,BORED, HAPPYThis Will Form His Involvement( High Or Low): As A MarketerSee This Both Are ImPortant


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DIVIDED INTO 2 BROAD AREAS: SOURCES OF INFLUENCE ON ATTITIDE FORMATION

THE IMPACT OF PERSONALITY ON ATTITUDEFORMATION.

1. SOURCES: INFORMATION, EXPOSURE, GROUP MEMBERSHIP,

ENVIRONMENT, NEED/WANT SATISFACTION

VOLTAS: YEH VOLTAS REFRIGERATOR HAI JANAB, JOVOLTAS MAIN HAI WHO DOOSRON MEIN NAHIN


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The Need Is To Have Refrigerator.. Message IsOnly Voltas Can Truly Satisfy Your Need.

Personality Influence: It Says Personality Wise

Consumer Get Influence: People Is SensitiveAnd Imaginative And Take Help Of Right Brain Positive Attitude If Ad Is ConveyedThrough That Route.

If Personality: Logical One: Attracted TowardsThat Ad Which Gives Lot Of FactualInformation So Develop His Attitude.


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DEFINE: a finding that at a given time, asignificantly higher or lower proportion of thepopulation holds certain attitude that at aearlier time:

Factors responsible for attitude formation arealso attitude change:

CONGRUENT CHANGE

INCONGRUENT CHANGE


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Example: War Kargil: Some Want ToJoin/Double Minded For Army:

So Much Media Attention Formed A DefiniteAttitude To Join The Army.( CALLEDCONGRUENT CHANGE : Attitude Change In ADirection That Reinforces The PresentAttitudinal Position.)


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Teaching Was Considered Noble ProfessionNo Longer.

Children Of Teachers Which Have Seen ThePresent State Want To Shift TowardsCorporate Sector: So Change To TotallyOpposite To What Going On Is Called:Incongruent Change.


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MILK SHOULD NOT BE CONSIDERED AS APRODUCT SATISFYING ONLY THEPHYSIOLOGICAL NEED.


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This Is Called Change Consumer Motivational

Function: Sometime Consumer Forms AHabbit.

Ex: Milk For Every One, Not Only For Children,Old People, Patients But For Youg PeopleAlso.

Nddb( National Dairy Development Board)

Pi Sakte Ho Roz Glass Full And Garmi MeinDalo Dudh Mein Ice, Dudh Ban Gaya VeryNice.


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IF MARKETER IS ABLE TO MAKE NEEDPROMINENT, THEN CONSUMER WILL NOT BUYBECAUSE OF HABBIT FORMATION.

2. ASSOCIATE WITH THE ADMIRED GROUP OREVENT/CAUSE.

Ex: wills associated with loved leisurely andstylish sporting event(event marketing), if

related; benefit will pass on to blind relief orold age homes( cause marketing)


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Example: I am too fat to wear a westernoutfil.

Arrow: zero calorie outfit

So resolve the conflict;

I will not go to Mc Donald in Nay ratras: Mcdonald came with pure vegetarian week.

Ex: sugar free option.


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So Change By Altering Belief Of Product. Canon: Sells Xerox Machine: Now Changing

By Projecting It Not Only Bring Regular BlackStuff But Objects Of Art Comparable To LiveImages

Hdfc: Not Only House Loan But Much MoreThan That.( Education, Etc).

So Change By Bringing Some Value AdditionCognitive Change.


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IS THE COMPOSITE SUM OF AN INDIVIDUAL`SPSYCHOLOGICAL TRAITS, CHARACTERISTICS,

MOTIVES, HABITS,ATTITUDE, BELIEFS AND

OUTLOOK.

IS AN INTERNALIZED SYSTEM WHICH INCLUDES

ALL THOSE ASPECTS OF A PERSON THAT ARE

INHERITED AS WELL AS THOSE THAT ARE

LEARNED.


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Personality May Be Very Good Way To Judge APerson Behaviour In Most Of Time If Not EveryTime.

Example: Selection Of Greeting Card, WhichRepresents Personal Message And ThereforeExtension Of One`s Personality.


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1. Optimal Stimulation Level(osl).Example: People Prefer Activities With Less

Arousing, Avoid Too Much Excitement:Example Golf

People Likely To Seek Activities That AreHigly Exciting(river RAFTING) So Higher OSL

AS A MARKETER YOU HAVE TO DESIGN Ad Or

PROMOTION AS PER THE TRAIT GROUP YOUARE FOCUSSING.


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CONSUMER VARY: HOW OPEN or CLOSEDMINDED THEY ARE.

DOGMATIC CONSUMER: are likely to be moreresistant to new marketing practises,

individual products, promotions andadvertising.


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1.Marketer use personality traits to firstdifferentiate individuals, and than only groupthem according to their behaviouralsimilarity.

2. As marketer cannot change personality sohe has to appeal to the relevant personalitytraits inherent in target customer group.

3. Through continuous learning personality

gets influence.4. To remember: personality is one of theimportant determinant and not the only.


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Positioning brand as per his personality. Target less known brands and technological

innovations to consumers with high level ofself esteem and self confidence.

Avoid targetting innovative products to rigidconsumers and consumers with low tolerancefor ambiguity.

Identify the extent to which consumer of the

product category are prone todiscounts/rebates and how value consciousthey are; then market accordingly.


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CRUX : FIGURE SAYS SELF CONCEPT SELF CONCEPT IS BROADLY DIVIDED IN FOUR BASIC

PARTS.

DIMENSION ACTUAL SELF CONCEPT IDEAL SELF CONCEPTPRIVATESELF

HOW I ACTUALLY SEE MYSELF HOW I WOULD LIKETO SEE MYSELF

SOCIALSELF

HOW OTHERS ACTUALLY SEEME

HOW I WOULD LIKEOTHERS TO SEE ME

S C: IS A NARROWER DIMENSION OF PERSONALITY TOINVESTIGATE POSSIBLE RELATIONSHIPS BETWEEN(ON ONE HAND)HOW INDIVIDUAL PERCEIVE THEMSELVES AND (ON OTHER HAND)HOW THEY BEHAVE AS CONSUMERS.


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TO make marketing startegies. Self concept if formed through interaction

with parents, peers, teachers and others.

One`s self concept is valuable to oneself.

S c is valuable, an individual always strives toenhance it.

Certain products serves as social symbols and

communicate social meaning to those whoown and use such product.


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PsychographicsResearch Mainly FocusOn A I O(activities,

Interest And Opinions)

IT INVOLVES DESCRIBINGPEOPLE IN TERMS OF DAY

TO DAYACTIVITIES,INTEREST,OPINIONS, PERSONALITIESAND PERSONAL VALUES.


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They Put Statements To Consumer Or SayHow Well A Statement Describe A ParticularPerson.

So Capture Individual`s Stand On A Variety Of

Statements.

THESE STATEMENTS ARE PRODUCT OR BRAND SPECIFIC


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A I O or HIS LIFESTYLE, PERSONALITIES ANDDEMOGRAPHICS: WHY FOR MAKINGMARKETING STRATEGIES. LIKE: SEGMENTING CUSTOMERS

POSITIONING PRODUCTS DESIGNING MEDIA STRATEGY ETC.


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DEMOGRAPHICS

PERSONALITY

PSYCHOGRAPHICS

CONSUMERLIFESTYLE

LIFE STYLE ANDPSYCHOGRAPHICSDEMOGRAPHICSMEDIA HABBITSBENEFIT SOUGHTBRANDATTITUDES ANDBELIEFSPURCHASEBEHAVIOUR ETC

PURCHASE

PSYCHOGRAPHICS IN MARKETING


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Consumer Attitude & Mkt Structure (Lecture 4)

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