Consumer behavior and attitude

CONSUMER BEHAVIOR & ATTITUDE

GROUP MEMBERS

Yogesh Pote 19Aditya Naik 23Kamlakar Ghogale 33Mahesh Jagdale 34 Prathmesh Chavan 38

INTRODUCTION

Consumers- The ultimate users of goods & services.

Consumer behavior- Buying behavior of ultimate users.

The Study of consumer behavior helps

•To determine method of promotion.

• To design optimal services. • To determine availability for the customers. • To determine price • To achieve the organizational objectives.

Types Of Consumer Buying Behaviour

Complex buying behaviour Eg: cars, homes, computers, education etc.

Dissonance reducing buying behaviour- Cognitive DissonanceEg: Mobile phone

Variety seeking buying behaviourEg: Soap, Detergent, tooth paste etc..

Habitual buying behaviourEg: Salt, Matches, Oil etc..

1. Need recognition/ problem recognition/ recognition of an unsatisfied need

2. Information searching

3. Evaluation of alternatives

4. Purchase decision

5. Post- purchase behavior

DECISION PROCESS

Factors Affecting Consumer Behavior

CULTURAL FACTORS

CultureSub CultureSocial Class

SOCIAL FACTORS

Reference Groups Family Members Relatives Role in the Society Status in the society

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PERSONAL FACTORS Occupation Age Economic Condition Lifestyle Personality

PSYCHOLOGICAL FACTORS Perception Learning Beliefs and Attitude Motivation

Consumer Attitude

Attitude

What Are Attitudes?

The attitude “object”Attitudes are a learned

predisposition-either through direct experience or from others

Attitudes may not be consistent over time

Attitudes occur within a situation

Structural Models of Attitudes

Tricomponent Attitude ModelMultiattribute Attitude ModelThe Trying-to-Consume ModelAttitude-Toward-the-Ad Model

The Tricomponent Model

• Cognitive• Affective• Conative

Components

The Tricomponent Model

• Cognitive• Affective• Conative

Components

The Tricomponent Model

• Cognitive• Affective• Conative

Components

Multiattribute Attitude

Models

Attitude models that examine the

composition of consumer attitudes in terms of selected product attributes or

beliefs.

Multiattribute Attitude Models

• The attitude-toward-object model

• The attitude-toward-behavior model

• Theory-of-reasoned-action model

• Attitude is function of the presence of certain beliefs or attributes.

• Useful to measure attitudes toward product and service categories or specific brands.

Types

Multiattribute Attitude Models

• The attitude-toward-object model

• The attitude-toward-behavior model

• Theory-of-reasoned-action model

• Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

• Corresponds closely to actual behavior

Types

Multiattribute Attitude Models

• The attitude-toward-object model

• The attitude-toward-behavior model

• Theory-of-reasoned-action model

• Includes cognitive, affective, and conative components

• Includes subjective norms in addition to attitude

Types

Theory of Trying to Consume

An attitude theory designed to account for the many cases where the action or

outcome is not certain but instead reflects

the consumer’s attempt to consume

(or purchase).

Attitude-Toward-the-

Ad Model

A model that proposes that a consumer forms

various feelings (affects) and judgments

(cognitions) as the result of exposure to an

advertisement, which, in turn, affect the

consumer’s attitude toward the ad and attitude toward the

brand.

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