CONSUMER

BEHAVIOUR

SP
CONTENTS
1. ATTITUDE
2. NATURE OF ATTITUDE
3. FUNCTIONS OF ATTITUDES
3. FACTORS OF ATTITUDE
4. CONSUMER ATTITUDE
5. COMPONENTS
6. STRUCTURAL MODELS
 ATTITUDE
• Attitude is "learned predisposition to respond in a consistently
favourable and unfavourable manner with respect to a given
stimuli"
• An Attitude is a psychological construct, it is a mental and
emotional entity that inheres in, or characterized a person.
• Attitude is a settled way of thinking or feeling about
something.
• An attitude is an evaluation of an attitude object, ranging from
extremely negative to extremely positive.
• An attitude can be as a positive or negative evaluation of
people, objects, events, activities, and ideas.
 NATURE OF ATTITUDE
❖ Attitude are a complex combination of things we tend to call
personality, beliefs, values, behaviors, and motivations.

❖ An attitude exists in every person's mind

❖ Attitude vary in their strength

❖ Attitude provides us with internal cognitions or beliefs and
thoughts about people and objects.

❖ Attitude reflects a consumer's value

❖ Attitudes are learned

❖ Different situations influence attitudes
 FUNCTIONS OF ATTITUDE
1. Utilitarian function
- We develop attitudes on things if they are pleasurable or painful. Example: chocolate
tastes good; I like it.

2. Ego defensive function

- Attitudes formed to protect consumers from external/internal threat insecurities:

example: deodorants

3. Value expressive function

- A consumer’s attitudes are often a reflection of their values. Example:

he drives a Jaguar, what does that say about him?
4. Knowledge function
- Attitudes help consumers make decisions and process and filter
information.
FACTORS OF ATTITUDE

Psychological
Family
Society
Political
Economic
Sources of Attitude Formation
Direct & Past Experience
Influence of Family & Peer Groups
Direct Marketing
Mass Media
Personality Factors
CONSUMER ATTITUDE
The ABC Model of Attitudes
 Hierarchy of Effects
explains the impact of three components (affect, behaviour, cognition)

Hierarchy of Effects:
A fixed sequence of steps that occurs
during attitude formation; this sequence
varies depending upon such factors as
the consumer's level of involvement
with the attitude object
HIGH INVOLVEMENT HIERARCHY

(Cognition-Belief -->Affect--
>Behaviour) C->A->B
Consumer accumulates knowledge of a
product and forms beliefs; consumer
evaluates beliefs and forms a feeling;
consumer buys product

This careful choice process often creates

brand-loyal-consumer "bonds" with
product
 LOW INVOLVMENT HIERARCHY
(Cognition BELIEFS---
>BEHAVIOUR-->AFFECT)
C->B->A
Consumer does not have strong
preference for brand, acts on limited
knowledge then forms a belief
Results in paradox ---> the
less important the product
is to consumers, the more
important are the
marketing stimuli (a catchy
jingle, etc.)
STRUCTURAL MODELS OF
ATTITUDE
THE TRICOMPONENT MODEL
 THE TRICOMPONENT MODEL

COGNITIVE
• The knowledge and perception that are acquired by
a combination of direct experience with the attitude
object and related information from various
sources, Example- LCD & LED

• It is important from viewpoint of developing brand

and new product are launched.
THE TRICOMPONENT MODEL

AFFECTIVE
• A consumer’s emotions or feelings about a
particular product or brand

• This emotions are treated by consumer

researchers as primarily evaluation in nature
THE TRICOMPONENT MODEL

CONATIVE
• The tendency that an individual will undertake a
specific action or behave in a particular way
with regard to the attitude object.

• It is frequently treated as an expression of

consumer’s intention to buy
 MULTIATTRIBTE ATTITUDE
MODELS
Multi-attribute attitude models explain how
consumers may combine their beliefs about product
attributes to form their attitudes about various brand
alternatives. These models assume that the brand
which receives the best attitude, will be chosen. They
further assume that consumers will go through the
standard Hierarchy of Effects sequence (i.e.
Awareness - Interest - Desire - Action).
 MULTIATTRIBUTE ATTITUDE
MODELS
A careful scrutiny of all multi-attribute attitude models
establishes two general categories of these models.
Category I comprises the models that emphasize the
Attitude- Toward -- Objects. Hence, they are termed as
ATO models.
Category II consists of those models that focus on
predicting the behavioural intentions (BI) of consumers
to perform certain action. This action could be purchase
or non-purchase. For brevity sake, it is termed as BI
Model.
 THE TRYING-TO-CONSUME
MODEL
o An attitude theory designed to account for the
many cases where the action or outcome is not
certain but instead reflects the consumer’s
attempt to consume ( or purchase)
o As per this theory, the action or act of behavior
is directed towards a goal.
o The theory of trying to consume replaces
behavior (as proposed by Fishbein in the theory
of reasoned action model) by trying to behave.
 THE TRYING-TO-CONSUME
MODEL
For example, taking Arjun’s example forward:

1. Act of trying: Arjun is trying hard to get a good GMAT

score.
- Trying is impacted by:

a) Intention to try: Arjun has a positive intention towards

trying for the GMAT exam
b) Frequency of past trying: He has already been able to
clear competitive exams in the past.
c) Recency of past trying: Arjun appeared for a competitive
exam one year ago.
 THE TRYING-TO-CONSUME
MODEL
2. Intention to try is impacted by:
a) Attitude towards trying: Arjun says that he will
apply for the GMAT
b) Frequency of past trying: He has already been
able to clear competitive exams in the past.
c) Social norm towards trying: Arjun’s parents
encourage him to write the GMAT.
 THE TRYING-TO-CONSUME
MODEL
3. Attitude towards trying is impacted by:

a) Attitude towards success: Arjun wants to get a good GMAT

score so that he can get into a good business school.
b) Expectation towards success: Arjun believes that he would
be able to get a good GMAT score.
c) Attitude towards failure: Arjun does not want to fail the
GMAT exam.
d) Expectation towards failure: Arjun believes that he would
not fail the GMAT exam.
e) Attitude towards process: Arjun is ready to study hard for
the GMAT.
 It is important to
understand what ATTITUDE IS
consumers like and dislike.
Attitudes, representing A LITTLE
these likes and dislikes,
strongly influence THING THAT
intensions. These attitudes
are formed from one’s MAKES A BIG
beliefs and feelings about
the attitude object. DIFFERENCE