Presentation on theme: "Beliefs and Attitudes Belief: A descriptive thought that a person holds about something X hotels have the best facilities. A particular airline has poor."— Presentation transcript:
2 Beliefs and AttitudesBelief: A descriptive thought that a person holds about somethingX hotels have the best facilities.A particular airline has poor maintenanceA particular country has unhealthy food-handling standardsAttitude: Relatively consistent evaluations, feelings, and tendencies toward an object or idea.Liking or disliking thingsHealthy food – eat chickenCustomers develop negative or positive attitude towards some products or places.Difficult to change
3 Consumer belief and attitude Beliefs are the knowledge and inferences that a consumer has about products/brands and possible benefits derived from using them.Beliefs result from cognitive learning.Attribute importance springs from:A person’s assessment of the significance of an attribute.The amount of attention directed to it.A person’s self-concept, advertising, and the salience of the attribute can influence the attention focused on it.
4 Companies or Retailers mark up prices before putting them up on sale Companies or Retailers mark up prices before putting them up on sale. -- Bargaining behaviorDiscounts offered by reputed companies are genuine reduction in prices.-- Wait for the discount announcementCelebrities are admired by their followers though they do not use the product they endorse. --Success of soaps and cosmeticsLower price generally means inferior quality. Higher priced brands are not superior in quality by the same degree of multiplier. --Positioning at a lower quality end, as done by Haier, LenovoShopping in a big departmental store saves money.--Big Bazaar, SubhikshaPackaged ready-to-eat food items marketed in India are generally not fresh.-- Limited success of MTR, ITC foods
5 Consumer feelingsAs part of “Advertising Experience”: Influence on viewers’ moods, attitudes, recall, affinity,Examples: Hamara Bajaj Campaign, Amul Butter—“Utterly, butterly delicious”As part of “Shopping Experience”: Influence of availability, “environment/ambience”Examples: Maruti service centers, Cafe’ Coffee Day, Brista coffeeAs part of “Consumption Experience”: Influence consumers’ consumption evaluationExamples: Vanilla Coke, Blue Pepsi, Asian Paints
8 Functions of attitudes Utilitarian function : Used to obtain rewards and avoid punishmentsEgo-defensive function : Self-protection Example: mouthwashKnowledge function : Simplifies decisions Example: Forming of loyalty to certain brandsValue-expressive function : Expresses identity to othersExample : Peter England shirts- ‘ the honest shirts’
9 Formation of attitude Direct formation Corresponds to the decision-making perspective and cognitive learning.Linked to the experiential perspective.Classical conditioning/Associative learning: Positive affect is attached to object–using a jingle.Mere exposure—frequent exposure to stimulus increases one’s desire for it.Environmental forces Example: design of the physical environment, cafes
11 Tri- component attitude model affectionconationcognition
12 Cognitive component: this part consist of knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.
13 Affective Component:A consumer’s emotions or feelings about a particular product or brand constitute the affective component of an attitude.
14 The Conative component: It is concerned with the tendency or likelihood that an individual will undertake a specific action or behave in a particular way with regard to the attribute object.
15 Multi attitude modelPortrays consumer’s perception and assessment of the key attributes or belief held with regard to the particular attribute object. The attitude towards object model The attitude towards behaviour model The theory of reasoned action model
17 Changing consumer attitude: changing belief Firms hope that changing beliefs about products will result in more favorable product attitudes and influence what consumers buy.If beliefs are false, they should be brought into harmony with reality and then stabilized and reinforced.If beliefs are accurate, it may be necessary to change the product.Comparative advertising can hurt beliefs about a competitive brand
18 Changing consumer attitude : changing attitude importance Changing an attribute’s importance is more difficult than changing a belief.Increasing attribute importance is desirable when the competitor’s brand is farther from the ideal point than your product.Firms may add a new attribute which necessitated NPD or product revision.
19 Changing Consumer Attitudes: Changing Ideal Points Altering consumers’ preferences for what the Ideal product should look like.It is far more difficult than any other approach in changing consumers, attitudes toward brand and product.