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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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