ATTITUDE

IN

CONSUMER BEHAVIOR

Presented by: Anshu Sweta

 IT IS YOUR ABILITY TO TAKE YOU TO THE TOP BUT IT IS YOUR ATTITUDE TO KEEP YOU THERE

ABILITY IS WHAT YOU ARE CAPABLE OF DOING, MOTIVATION

DETERMINES WHAT YOU DO, ATTITUDE DETERMINES HOW WELL YOU DO

Defining attitudes
A predisposition to evaluate an object or product positively or negatively.

Is lasting because it tends to endure over time.

Is general because it applies to more than a momentary event.

Has three components - beliefs, affect, and behavioural intentions.

Functional theory of attitudes

Utilitarian function - related to the basic principles of reward and punishment.

Value expressive function - attitudes that express the consumers central values or self concept. Ego defensive function - formed to protect consumers from external threats or internal feelings. Knowledge function - attitudes formed as the result of a need for order, structure, or meaning.

The ABC model

Affect - how a consumer feels about an attitude object. Behaviour - the consumers intention to do something with regard to an attitude object. Cognition - the beliefs a consumer has about an attitude object.

The model emphasises the interrelationships between knowing, feeling, and doing.

Three hierarchies of effects

Figure 5.1

Forming attitudes

Attitudes can form in different ways, depending on the particular hierarchy of effects in operation.
They can occur via:

Classical conditioning.
Instrumental conditioning. Or via a complex cognitive process.

Levels of commitment to an attitude

Lowest level: compliance. This attitude is formed as it helps in gaining rewards or avoiding punishments.
Identification - formation of attitudes in order for the consumer to be similar to another person. Highest level: internalisation - deep seated attitudes which become part of a consumers value system.

Cognitive consistency and dissonance

Cognitive consistency - where consumers value harmony among their thoughts, feelings and behaviours, and are motivated to maintain uniformity among these.

Cognitive dissonance - where consumers are confronted with situations where there is some conflict between their attitudes and behaviours. Dissonance reduction occurs by eliminating, adding, or changing elements.

Other theories (1 of 2)

Self perception theory - assumes that consumers use observations of their own behaviour to determine what their attitudes are, in the same way as we know the attitudes of others by watching what they do.

Social judgement theory - assumes that people assimilate new information about attitude objects in the light of what they already know or feel. The initial attitude acts as a frame of reference, and new information is categorised in terms of this standard.

Other theories (2 of 2)

Balance theory - considers relations among elements a consumer might perceive as belonging together. This perspective involves relations among three elements (the triad):

A person and his/her perceptions.

An attitude object. Some other person or object.

The theory specifies that consumers desire relations among elements in the triad to be harmonious or balanced.

STRUCTURAL MODEL OF ATTITUDE

TRICOMPONENT ATTITUDE MODEL

- COGNATIVE COMPONENT - THE AFFECTIVE COMPONENT - THE CONATIVE COMPONENT

MULTIATTRIBUTE ATTITUDE MODEL THEORY OF TRYING-TO-CONSUME MODEL ATTITUDE-TOWARDS-THE-AD MODEL

TRICOMPONENT ATTITUDE MODEL

AFFECT

CONATION

COGNITION

COGNITIVE COMPONENT

The knowledge and perceptions that are required by a combination of direct experiences with the product and related information about the very product from various sources. This knowledge and resulting perceptions commonly take the from of belief. This belief ultimately culminates into attitude towards buying the product.

AFFECTIVE COMPONENT

A consumers emotions or feeling about a particular product or brand constitutes the affective component of an attitude. These emotions or feeling with the product subsequently results into brand loyalty sometimes.

CONATIVE COMPONENT

Conative component is concern with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. Conative component is frequently treated as an expression to of the consumers intention to buy.

MULTIATTRIBUTE ATTITUDE MODEL

These are needed as a simple response does not always provide all the information we need to know about why a consumer has certain feelings towards a product or about what marketers can do to change consumers attitudes.

Elements of multi-attribute models

Attributes - characteristics that consumers consider when evaluating the attitude object. Beliefs - cognitions about the specific attitude object. Importance weights - these reflect the relative priority of an attribute to the consumer.

THEORY OF TRYING-TO-CONSUME MODEL

This theory is designed to account for the many cases in which the action or outcome is not certain but instead reflects the consumers attempts to consume. In trying to consume, here are often personal impediment, e.g., a consumer is trying to lose weight but loves chocolates bars.

ATTITUDE-TOWARDS-THE-AD MODEL
Exposure to an Ad

Judgments about the Ad (cognition)

Feelings from the Ad (Affect)

Beliefs about the brand

Attitude toward the Ad

Attitude towards the brand

Estimating the attitudinal impact of alternative changes

How expensive are the product modifications required to change attitude? Are they possible to accomplish? How resistant to change are consumers?

What is the potential attitudinal payoff each change might deliver?

Consumer intentions
Useful for firms when predicting how people will act as consumers
How much existing product should be produced to meet demand? How much demand will there be for a new product?

Firms interested in many types of consumer intentions

Types of intentions
Spending intentions Purchase intentions

Repurchase intentions
Shopping intentions Search intentions Consumption intentions

Types of intentions
Spending intentions reflect how much money consumers think they will spend
Will you spend at least $1,000 on Christmas gifts this year?
No chance 1 2 3 4 5 6 7 I definitely will

Purchase intentions represent what consumers think they will buy

Will you buy a Mercedes-Benz automobile during the next 12 months? No chance 1 2 3 4 5 6 7 I definitely will

Types of intentions
Repurchase intentions indicate whether consumers anticipate buying the same product or brand again
The next time you purchase coffee, will you buy the same brand? No chance 1 2 3 4 5 6 7 I definitely will

Shopping intentions capture where consumers plan on making their product purchases
Will you shop at Wal*Mart during the next 30 days?
No chance 1 2 3 4 5 6 7 I definitely will

Types of intentions
Search intentions indicate consumers intentions to engage in external search
The next time you need to be hospitalised, will you speak to your doctor before choosing a hospital?
No chance 1 2 3 4 5 6 7 I definitely will

Consumption intentions represent consumers intentions to engage in a particular consumption activity

Will you watch the next Super Bowl?
No chance 1 2 3 4 5 6 7 I definitely will

How firms can predict behaviour

Rely on past behaviour to predict future behaviour Problems:
Situations change (changes in market can cause unpredictable changes in demand)
Sales trends are sometimes erratic Past behaviours not available for new products or firsttime behaviours

Rely on consumers reported intentions People often do what they intend

Constraints on predictive power of intentions

Intentions can change
Intend to do something and dont Intend not to do something and do

Cant control whether consumers act upon their intentions

Can influence predictive accuracy Intentions predictive accuracy strongly depends on how they are measured
The more closely intention measures correspond to the to-be-predicted behaviour, the greater the predictive accuracy

Consumer intentions: Other uses

Indicator of the possible effects of certain marketing activities Intentions may provide an informative indication of a companys likely success in retaining customers

EVALUATIVE SCALE-GAUGE CONSUMERS ATTITUDE TOWARDS OLD SPICE AFTERSHAVE

REFRESHING

NOT REFRESHING

POSITIVE

1
1 1

2
2 2

3
3 3

4
4 4

5
5 5

6
6 6

7
7 7

NEGATIVE

PLEASANT

UNPLEASANT

APPEALING TO OTHERS

UNAPPEALING TO OTHERS

How situation might influence Attitude

Product/service
Vicks inhaler

Situation
Runny nose due to allergy

Attitude
Ive got to stop my nose from running because Ive got a date in two hours. I am thinking to buy a new car in this Diwali. I want to make my family is secured.

Hyundai automobiles ICICI prudential

Heavy rush in the buses Life insurance

Noukari.com

Need a job

I have graduated last month and now it is time to find a job.

My cousin is getting married and I want to be there.

Jet airways

Family wedding

Attitude with reference to a company

KAPOOR'S are one of the pioneers in the
manufacture of secondary glass containers (ampoules and tubular vials) in India having entered into this field of activity in the year 1962. From its humble beginnings in the early 60's the group has grown today into one of the premier independent label in the country and Kapoor's have became synonymous with glass ampoules, tubular vials and neutral glass tubing in India. In 1980 the operational reins of KAPOOR GLASS was handed over to Mr. Sanjeev Kapoor by the founder his father, Mr. Dharminder Kapoor. In these 2 decades at the helm of KAPOOR, Sanjeev using his creative resource, innovative thinking and dynamism transformed the reactive attitude of the company's management into a very proactive aggressive outlook and changed the face of the industry forever.

Mr. Sanjeev Kapoor

Tubing Plant - Taloja

Ampoule Plant - Panvel

With his firm belief that "Quality Alone Survives" he and his team dedicated all their efforts towards converting this philosophy into action. Under his leadership many firsts in the industry were achieved.

Kapoor's foresight and market instincts had anticipated the transition of the Indian market very soon evolving into the European trend of COMPOSITE INDUSTRIES being the order of the day. This was the motivating factor for Kapoor's to plunge into production of neutral glass tubes.

The era of technology

Being convinced that the company that would possibly prevail into 21st century, will be those that have the foresight to invest wisely in modernization, automation and harnession emerging technologies to face the challenges of the ever growing stringent quality demands of the pharma companies and be able to face headon international global competition,

Kapoor's invested in high level of technical upgradation in tubing plant at Taloja, acquired modern third generation machineries for production of ampoules. These machines are equipped with controls which would enable the group to deliver 'zero defect' ampoules of all shapes and types complying with Din standards. With a very highly professional and motivated team, believing that our positive attitude and aptitude would give us the altitude, we shall continue our endeavor to give our customer value for money in terms of International quality at affordable cost. It is our faith that, transparency in communication and organizational agility will help us conquer what we have set out to do, to be a global player and make ourselves proud of the "Made in India" label. Kapoor today is the only composite manufacturer of neutral glass tubes, ampoules and vials in India.

Thank You