Consumers and Attitude

8/3/2019 Consumers and Attitude

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An attitude is a hypothetical construct thatrepresents an individual's degree of like or

dislike for something. Attitudes are generally positive or negative

views of a person, place, thing, or eventthis is often referred to as the attitude object.


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A learned orientation or disposition, towards anobject or situation, which provides a tendency torespond favourably to the object or situation.

- Rokeach 1968 Attitudes are likes and dislikes.

- Bem 1979 Attitudes are overall evaluation that allows one

to respond in a consistently favourable orunfavourable manner with respect to givenobject or alternative.

- Engel 1990


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Values Beliefs Opinions

ATTITUDES


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BELIEF - a state or habit of mind in whichtrust or confidence is placed in some person

or thing. VALUE - Important and enduring beliefs or

ideals shared by the members of a cultureabout what is good or desirable and what isnot. Values exert major influence on thebehavior of an individual and serve as broadguidelines in all situations.


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VALUE - The extent to which a good orservice is perceived by its customer to meethis or her needs or wants, measured bycustomer's willingness to pay for it. Itcommonly depends more on the customer'sperception of the worth of the product than

on its intrinsic value. OPINION A belief or judgment that rests on

grounds insufficient to produce completecertainty.


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Attitudes

A learned

predisposition to

behave in aconsistently

favorable or

unfavorablemanner with

respect to a given

object.

In short


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Sr . No Brand Value

1 Dove The moisturising effect.

2 Surf Ultra The stain bursting

3 Le Sancy Longevity

4 Baja Longevity and durability

5 T series cassettes Economical


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1. Can be held for any object, person, issue or

activity

attitude object.2. Strong or weak.

3. Learned.

4. Dynamic and can change.

5. Some are more fundamental than others.


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Cognitive Component knowledge and

perception.

Affective Component feelings about product.

Behavioural Aspect

response towards the

attitude object.


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Cognitive andAffective

components ofattitude

Behaviourcomponent of

attitude


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Cognitive andAffective componentsof attitude

Behaviourcomponent ofattitude

Intervening factors1. Unforeseen

circumstances.2. Time gap3. Extent of stability4. Situational

factors5. Strength of

attitude6. Accuracy of

attitude7. Conflict of

attitudes


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GROUP FACTORS

1. Family

2. Reference groups

3. Social factors

PERSONAL FACTORS

1. Personal experience

2. Direct marketing

3. Exposure to mass media

Documents

Consumers and Attitude