Consumer Attitude Formation and Change

Consumer Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way

toward a given object. Consumers learn attitudes from direct experience with the product, word-of-mouth,
exposure to mass media, and other information sources.

The object can be a product, service or a brand. Consumers buy products towards which they have
positive attitude and favorable feelings. It is very important for Lever Ayush to change the attitude of
customers towards buying Lever Ayush range of products which provides “Sahi Ayurvedic” content in it,
by making consumers learn about it through scientifically proven tests, genuine ingredients and wide
range of varieties it provides for Skin care, Dental care, Body Care etc.

Attitude Formation

Personal Experience: The personal experience while using the Lever Ayush should be healthy, remedy
for various issues related to skin care, body care, dental care etc. This will lead to better experience
enhancement. Lever Ayush portrays itself as genuine Ayurveda with proven tests which form positive
attitudes and leads to repeated purchases. This helps to protect Lever Ayush from competitors which
portrays itself as 100% Ayurveda with no validation proof.

Consistency with Behavior: Households prefers buying genuine and healthy products for various
segments such as Skin care, Hair care, Dental care etc. rather than buying cheap, lower quality,
unsatisfactory products. So, Lever Ayush should not compromise on quality, and should be working in
parallel with this consistent behavior of households.

Family Friends: As we are targeting “Households” who are the ultimate decision maker of the family.
Targeting Households and providing greater experience to them will help them to change the attitude of
family members on positive notes. Further friends can also help in changing attitude with word of mouth.

Personality Factors: Consumers who are cognitive likes to form attitudes in response to promotions of
Product depicting genuinity and benefits. These people (Households) are targeted by providing lot of
details, benefits of Lever Ayush Product etc. Whereas consumers with low cognitive need are targeted
through advertisements such as influencer advertising.

Media and Internet: Advertisements play a huge role in attitude formation of the consumers. Lever
Ayush aims to form favorable attitude towards its health care products.
Situational Factors: This is very important and genuine for Lever Ayush. They can target the consumers
who are tired of unhealthy and fake ayurvedic contents showing products . They can use these situations
to increase the sales.

Tri – Component Attitude Model

It a model that maintains that attitudes consists of three components: Cognitive, Affective and Conative.

Cognitive Component: The Cognitive Component of Attitude are Knowledge and perceptions that are
acquired by a combination of direct experience with attitude object and related information from various
sources. This knowledge and perceptions are commonly expressed as beliefs. For targeting the cognitive
need Lever Ayush provide detailed information of benefits it provide in skin, health, dental care etc. it
provides with 100% genuinity assurance which is scientifically proven. These appeals to the logic and
thinking ability of individuals i.e.Targeted Households.

Affective Model: The affective model consists of emotions and feeling about a particular brand that is
“Lever Ayush”. There should be positive emotion about Lever Ayush. Consumers(Households) who
buy Lever Ayush will have genuine ayurvedic product which in turn will help them to extract or
get benefits of pure ayurvedic herbals(without any hesitant) with no side effects. For measuring
emotions they can take feedback and improve on the suggested changes. The emotional appeal to the
Household is being done by Lever Ayush depicting about its traditionality.

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. Conative Component is treated as an expression of the
consumer’s intention to buy. Customer intention is to buy a genuine and healthy skin, dental, hair care
products. Lever Ayush provides benefits with considering both these parameters into consideration.

Lever Ayush: High Involvement Products

 Consumers hold strong feelings or preferences towards a particular brand which is for health
care.
 Decisions like choosing a brand of healthcare Ayurveda products like” Lever Ayush” is going to
require the consumer to spend time comparing the various attributes of competing brands.
 Consumers consider full information about the skin, hair, dental, body care products they are
about to buy.
 Proper research is done before buying a particular product by Households.
Elaboration Likelihood Model

ELM models explains that there are Central Route and Peripheral Route to target consumers to purchase a
product. Products which requires high involvement, requires thought processing, comparative ads,
detailed analysis are targeted through Central Route. Central route is for high involvement products and
where the perceived risk is higher.

Peripheral Route targets low involvement products, less processing, non- comparative ads and subjective
knowledge of the products. The perceived risk is low for the products.

Lever Ayush targets its consumers through Central route because Lever Ayush is High involvement
products.

In case of Lever Ayush consumer attitude of Household can be changed by Comparative ads,
Scientifically Proven tests ad, detailed informative ad providing and depicting its Statement “ Sahi
Ayurveda” which means genuine and pure Ayurveda product, which requires high involvement, requires
thought processing, comparative ads, detailed analysis are targeted through Central Route. Central route is
for high involvement products and where the perceived risk is higher.