Amity Business School ATTITUDES MAMTA MOHAN
Amity Business School
ATTITUDESMAMTA MOHAN
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Wendy’s Offers Salads To Differentiate Itself
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Consumer Attitudes• What are Attitudes?
• Attitude Heirarchy & Structure and composition of attitudes
( Models )
• How are they formed and changed? Attitude influence Stratigies.
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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.
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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
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Components of Attitude- mutually interdependence
• Brand beliefs - cognitive/thinking .
• Brand Evaluation – affective or feeling.
• Intention to buy- behavioural
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Vocabulary of Brand beliefs for a soft drink
Product atributes• Caloric content• Vitamin content• Natural ingredients • Sweetness• After taste• carbonation
Product benefits• Restores energy• Nutritional• Good for the whole family
• Gives a lift• Good at meal times• Thirst quenching
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Components of Attitudes
Cognitive component ( brand belief)
Affective component (brand evaluation)
Behavioural Component ( intention to buy)
Purchase decision
Amity Business SchoolHierarchy of attitude
• Cognitive-thoughts• Affective- feelings • Cognitive-Actions
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Attitude Hierarchies
Type of Hierarchy Sequence Nature of Information processing
High involvement Beliefs-thoughts Active, purchase specific processing
Evaluation- feelings
Behavior- action
Low invol’ment
Behavior -actions Passive, purchase specific processing
Evaluation -feelings
beliefs-thoughts
Experiential Evaluation-feelings Active, ongoing processing
Behavior-actions
Beliefs-thoughts
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Degrees of Involvement and Types of Attitude Hierarchy
High Involvem
ent
• Low Involvement
Emotional HierarchyEmotional Hierarchy
•Begins with intense emotions
•Begins with intense emotions
Rational HierarchyRational Hierarchy
•Begins with consideration of multiple features
•Begins with consideration of multiple features
•Begins with mood•Begins with mood •Begins with consideration of one or two features
•Begins with consideration of one or two features
Low-involvement
hierarchy
Low-involvement
hierarchy
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Attitude Development
• Family• Peer group• Information experience• personality
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Functions of Attitude • Utilitarian Function• Value Expressive-• Ego Defensive• Knowledge function
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Role of Attitudes in developing marketing Strategies.
• Identify Benefit segments
• Develop new products
• Formulate & evaluate mkt’g mix strategies.
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Relationship of beliefs and behaviour
• Balance theory- cognitive consistency
• Multi attribute theory- attitude formation is function of C’r belief. Diagnose the strengths of competitive brands. apply the vocabulary of brand attributes .e.g. Listerine.
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Behavior 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.
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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
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Methods of Influencing the Customer’s Behavior
• Incentives- low involvement products.• Structuring the physical environment- display of eatables,
magazines or novelties in the checkout lines, spaciousness of aisles & 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 surveillance design.
• Information structuring –e.g. declaring the item as last one in stock.
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Conclusion• Reinforcing existing behavior is easier then
changing them.
E.g Miller lite is less filling, tastes great.If attitudes about the brand r effective , then try
to change the attitudes of non users.
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Clorox Uses A Utilitarian Appeal
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AC Delco Uses a Value-Expressive Appeal
Amity Business SchoolA Knowledge Appeal