Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.
3. First: Consumer Attitude
3
• We have attitudes toward many things
(objects): e.g. people, products, brands,
advertisements, ideas, places, activities.
• The attitudes have been learned and guide
our behavior toward the attitude object.
Attitude may be positive or negative
towards object, person, event etc.
• Attitude is NOT Behavior
4. Concepts of attiudes
• The attitude is toward an object which may be a
store, product category , brand or anything else.
• Attitudes are a learned tendency, either through
direct experience or from others. This
predisposition may lead to a favorable or
unfavorable behavior toward the object.
• Attitudes have consistency, but are not necessarily
permanent and can change over time.
4
5. Second: Models of Attitudes
5
1-Tricomponent Attitude Model
2- Multi-attribute Attitude Model
3- Attitude-Toward-the-Ad Model
These are models that attempt to
understand the relationships between
attitude and behavior.
6. Cognition
6
1- Tricomponent Model
The three components of
attitude are consistent. This
means that a change in one
attitude component tends to
produce related changes in the
other components.
Marketing mangers find it
difficult to influence the
consumer’s behavior directly to
buy the product, (conation)
instead, they influence the
behavior indirectly by providing
information, music or other
stimuli that influence a belief
(cognition) or feeling (affect)
about the product.
7. 1- Tricomponent Model
• Cognitive
• Affective
• Conative
The knowledge and
perceptions that are
acquired by a
combination of direct
experience with the
object and related
information from
various sources (what
we learn from others)
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Components
8. 1- Tricomponent Model
• Cognitive
• Affective
• Conative
A consumer’s
emotions or feelings
about a particular
product or brand or
any other object.
Components
8
These feelings often tend
to be good or bad
feelings.
9. 1- Tricomponent Model
• Cognitive
• Affective
• Conative
The likelihood or tendency
that an individual will
undertake a specific action
or behave in a particular
way with regard to the
attitude object
Components
9
Example: tendency to buy a
certain brand or from a specific
store.
11. 2- 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 with respect to
an object.
• Consumers will like a brand
or product, that has an
adequate level of attributes
that the consumer thinks
are important.
• Example: if you are buying a home,
there is a list of attributes that the home
must have – 2 bedrooms, 2 bathrooms,
air conditioning, and a back yard. With
this model, an attitude is positive for the
house that has most of these attributes.
11
12. 2- Multiattribute Attitude Models
• The attitude-toward-
object model
• The attitude-toward-
behavior model
• Theory-of-reasoned-
action model
• Its the attitude toward
behaving with respect to an
object, rather than the
attitude toward the object
itself .
• Corresponds closely to
actual behavior
• The question here is how
likely are you to purchase
brand X (behavior) rather
than how highly do you rate
brand X (object) Ex: Cigarettes
12
13. 2- Multi-attribute Attitude Models
• The attitude-toward-
object model
• The attitude-toward-
behavior model
• Theory-of-reasoned-
action model
• Includes cognitive,
affective, and conative
components
• In addition to attitude,
the model also Includes
subjective norms (social
pressure) on how a
consumer is influenced
by others.
13
Yaad karo…
1st model…
Tri
Component
14. Attitude-
Toward
the-Ad Model
A model which proposes
that, towards a product,
a consumer forms various
feelings (affects) and
judgments (cognitions)
as a result of exposure to an
Advertisement,
which in turn, affect the
consumer’s attitude toward
the ad and attitude toward
the brand.
Example: LIC..Jeevan ke sath bhi,
Jeevan ke baad bhi
Royal Stag…Make it large
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3- Attitude toward-the-ad model
15. Third: Attitude Formation
• Attitudes are learned through:
Classical Condition (Through past associations)
Operating Condition (Through trial & repetitive actions)
Ex: Mathematical problems
Cognitive learning (through information processing)
Ex: Learning new technologies, making something meaningful out of raw data
Note:
Attitudes are formed based upon personality characteristics
15
Dog tha…
Ghadha Nahi…
16. From whom do we learn attitudes?
• Attitudes are strongly influenced by:
Personal experience
Influence by family and friends
Direct marketing
Mass media
Internet
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17. 17
Attitude change and formation are not
all that different. They are both learned,
they are both influenced by many
factors such as: personal experience,
personality effects, family influence, and
marketing communications.
Fourth: Attitude Change
18. Strategies of Attitude Change
Changing the Basic Motivational Functions
Associating the Product with an Admired Group or Event
Altering Components of the Multi-attribute Model
Changing Beliefs about Competitors’ Brands
18
1st
2nd
3rd
4th
19. 1st - Changing the Basic Motivational
Functions
Utilitarian
Ego-
defensive
Value-
expressive
Knowledge
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An effective way to change consumer attitudes
toward a product or brand is to change his four
motivational functions:
20. 20
• Utilitarian function is how the product is useful to us. A marketer might
want to create a more consumer positive attitude toward a brand by
showing utilities the brand can do. (Ex: LifeBoy - Kills 99.9% of germs)
• Ego-defensive function would show how the product would make them
feel, more secure and confident (Ex: cosmetics that defense women’s
appearance….Gori Twacha ka raaj…Fair & Lovely..!).
• value-expressive function would more positively reflect the consumer’s
values or lifestyle. (Ex: Swadeshi…)
• knowledge function would satisfy the consumer’s “need to know” and
help them understand more. (Ex: abi aage aa raha hai…)
It is important for marketers to realize that they might have to combine
functions because different customers are motivated to purchase their products
for different reasons. Someone might buy a product because it tastes good
and fills them up (utilitarian), while another thinks it is low fat and will make
them healthy and therefore look better (ego-defensive).
1st - Changing the Basic Motivational
Functions
21. Why and How Does This Ad Appeal to the
Utilitarian Function?
21
The Product is
Green and
Works as Well or
Better than
Other Products.
22. Which Lifestyle- Related Attitudes Are Expressed or
Reflected in This Ad? (value expressive)
22
Healthy
Eating and
Snacking
Lifestyle
Rajat
23. How Does This Ad Provide Information to Establish
or Reinforce Consumer Attitudes?
23
It Raises the Question
About UV Rays and
then Provides
Information
(knowledge) &
Sun Protection.
24. 24
• Attitudes are related to certain groups,
social events, or causes.
• It is possible to change attitudes toward
companies and their products by pointing
out their relationships to these groups,
events, or causes.
• Example: advertisement around the
playground in football matches or events
sponsorships. (Ex: Vivo IPL)
2nd - Associating the Product with an
Admired Group or Event
25. 25
The Nissan's electric car
will link to
Environmental Cause
Likely to Impact
Consumers’
Attitudes Toward Its
Product. Accordingly,
they Might Have a More
Favorable Attitude
toward the company and
its product.
2nd - Associating the Product with an Admired
Group or Event
26. 3rd - Altering Components of the
Multi-attribute Model
– Changing consumer’s evaluation of attributes. Example: Perhaps the
consumer thinks that the product would be expensive, but a marketer
might be able to point out that it is often worth paying a bit more for
better quality. (Exhibit: i-phone, BMW)
– Changing brand beliefs. Example: Maybe a consumer thinks a brand is
very expensive when in fact it is less expensive than several other brands.
(Exhibit: Rafale jet figther plane over spanis’s eurofighter and
Isreal’s F-35)
– Adding an attribute. Example: Kya aapke toothpaste me “namak” hai….
Colgate vedshakti…isme hai aayurved ke gun…
– Changing the overall brand rating, not a single attribute of it. Example:
using statements like:- “the largest selling brand”…..
Bangar Cement…sastha nahi…sabse accha (in American accent)
26
Yaad karo
2nd model…
kuch yaad
aaya?
27. How Is This New Benefit Likely to Impact
Consumers’ Attitudes Toward the Product?
27
The ad states that
there is a link between
one’s mouth health and
the health of one’s
whole body, changing
the overall brand rating
in the minds of target
consumers
Focus
here
28. How Is the Absence of an Ingredient Likely to
Lead to a Favorable Attitude Toward a Product?
28
Adding
an attribute (Namak)
to toothpaste
29. 4th - Changing beliefs about the attributes of
competitors’ brands
29
How Is Valvoline’s Attempt to
Change Attitudes Toward a
Competing Brand Likely to
Impact Attitudes Toward Its
Own Brand?
By Showing Better
Wear Protection
Hinweis der Redaktion
Here is an outline of the topics for Chapter Eight.
According to the attitude-toward-object model, consumers will like a brand or product that has an adequate level of attributes that the consumer thinks are positive. For example, if you are buying a home, there is a list of attributes that the home must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard. With this model, an attitude is positive for the house that has the most of these attributes.
Instead of asking people what product they like and have positive attitudes toward, the attitude-toward-behavior model is based on how positive someone's attitude is toward acting a certain way, for instance purchasing a certain brand. The question is now how likely are you to purchase brand X rather than how highly do you rate brand X. This reveals more about the potential act of purchase (behavior) than does simply knowing the attitude toward the product itself (object).
Like other models, the theory of reasoned action has the three components, cognitive (think), affective (feel), and conative (do). In this model, we also need to understand subjective norms or how a consumer is influenced by others.
The attitude-toward-the-ad model helps us understand how advertising impacts attitudes. The model is more thoroughly diagramed on the next slide.
If we think analytically about a multiattribute model, we realize there are many different attributes that make up an overall attitude. As marketers, we can change the way the consumer evaluates a certain attribute.
Perhaps the consumer thinks inexpensive is fine for a product, but a marketer might be able to point out that it is often worth paying a bit more for better quality.
A marketer can also change the way consumers believe a brand rates on a certain attribute. Maybe a consumer thinks a brand is very expensive when in fact it is less expensive then several other brands.
There may be an attribute that does not even exist. Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along?
Finally, we can step away from looking individually at the attribute and attempt to change the consumer’s overall assessment of the brand. We can do any of these attitude change strategies by changing beliefs of our own product or our competitor's product.
If we think analytically about a multiattribute model, we realize there are many different attributes that make up an overall attitude. As marketers, we can change the way the consumer evaluates a certain attribute.
Perhaps the consumer thinks inexpensive is fine for a product, but a marketer might be able to point out that it is often worth paying a bit more for better quality.
A marketer can also change the way consumers believe a brand rates on a certain attribute. Maybe a consumer thinks a brand is very expensive when in fact it is less expensive then several other brands.
There may be an attribute that does not even exist. Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along?
Finally, we can step away from looking individually at the attribute and attempt to change the consumer’s overall assessment of the brand. We can do any of these attitude change strategies by changing beliefs of our own product or our competitor's product.
