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Wendy’s Offers Salads

To Differentiate Itself
Consumer Attitudes
What are Attitudes?

Attitude Heirarchy & Structure and composition


of attitudes
( Models )

• How are they formed and changed? Attitude


influence Stratigies.
Attitudes

Why?
Attitude research is important to know what is in
the heart of consumer.

To gauge how firms target audience will react to


the new changes in the Mkt’g Mix.
Attitudes are learned predisposition to behave in a
consistently favorable or unfavorable manner with
respect to a given object ( brand).

Brand Attitude-are consumers ( C’r) learned tentencies to


evaluate brand based on schema of a brand c’r stores in
long term memory.
e.g. LIC, BSNL

Brand belief brand evaluation Intendd behaviour


Components of Attitude- mutually
interdependence

Brand beliefs - cognitive/thinking .

Brand Evaluation – affective or feeling.

Intention to buy- behavioural


Vocabulary of Brand beliefs for a soft
drink

Product atributes Product benefits


Caloric content Restores energy
Vitamin content Nutritional
Natural ingredients Good for the whole
family
Sweetness
Gives a lift
After taste
Good at meal times
carbonation
Thirst quenching
Components of Attitudes

Cognitive component ( brand belief)

Affective component (brand evaluation)

Behavioural Component ( intention to buy)

Purchase decision
Attitude Hierarchies
Type of Hierarchy Sequence Nature of Information
processing
High involvement Beliefs-thoughts Active,purchase
specific processing
Evaluation- feelings

Behaviour- action
Low invol’ment Behaviour -actions Passive, purchase
specific processing
Evaluation -feelings

beliefs-thoughts

Experiential Evaluation-feelings Active, ongoing


processing
Behaviour-actions

Beliefs-thoughts
Degrees of Involvement and Types of
Attitude Hierarchy

High Involvement Emotional Hierarchy Rational Hierarch


• Begins with • Begins with
intense emotions consideration of
multiple features
• Begins with mood • Begins with
consideration
of one or two
features

Low-
Low Involvement involvement
hierarchy
Attitude Development

Family
Peer group
Information experience
personality
Functions of Attitude
Utalitarian Function
Value Expressive-
Ego Defensive
Knowledge function
Role of Attitudes in developing
marketing Strategies.

Identify Benefit segments

Develop new products

Formulate & evaluate mkt’g mix


strategies.
Relationship of beliefs and behaviour

Balance theory- cognitive consistency


Multiattribute theory- attitude formation
is function of C’r belief.Diagnose the
strengths of competitive brands.apply
the vocabulary of brand attributes.e.g.
listrine.
Behaviour and attitude

Cognitive dissonance-Attitudes
sometimes change to confirm previous
behaviour.e.g bettors

Passive learning- C’r learn about the


brand with little involvement.link the pdt
with involving issue/personal situstion.
Disconfirmation of expectations.
Strategies of Attitude
Change
Changing the Basic Motivational Function
Associating the Product With an Admired
Group or Event
Altering Components of the Multiattribute
Model
Changing Beliefs About Competitors’
Brands
Methods of Influencing the Customer’s Behavior

Incentives- low involvement products.

Structuring the physical environment- display of eatibles,


magazines or novelties in the checkout lines,spaciousness of
aisels & lightning conditions,slow pace music.(ecological design)

Government mandates -consumers lack competence to judge


their own concerns.e.g. seatbelts, auto insurance, speed limits.
Business procedures-store hrs time, instore surveillence
design.

Information structuring –e.g. declaring the item as last one in


stock.
C0nclusion
Reinforcing exixting behaviour is
easierthen changing them.

E.g Miller lite is less filling, tastes great.


If attitudes about the brand r effective ,
thn try to change the attitudes of non
users.
Clorox Uses A
Utilitarian Appeal
AC Delco Uses a Value-
Expressive Appeal
A Knowledge Appeal

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