National University of Bangladesh

Project Paper
On
Does the importance of beliefs & attitudes vary across low & high involvement products?

SUBMITTED TO:
Controller of Examination
National University
Gazipur-1704
SUPERVISED BY
Sigma Rahman Ratna
Assistant Professor
Department of Business Administration Dhaka Commerce College
SUBMITTED BY
Sultana Jahan
Registration Number: 16501002472
BBA Professional
Major: Marketing
Session: 2016-2017
Dhaka Commerce College
Date of Submission:
 Letter of transmittal
25.10.2022

Controller of Examination
National University Gazipur - 1704

Subject: Submission of Thesis paper on does the importance of beliefs & attitudes
vary across low & high involvement products?
Dear Sir
It gives me immense pleasure in presenting the Project paper on “Does the
importance of beliefs & attitudes vary across low & high involvement products?”
Which was assigned to me as a partial fulfillment of the BBA program. It was
undoubtedly an opportunity for me to work on this assigned topic to enhance my
knowledge in the particular field. I would to give you thank for giving me the
opportunity to do the Thesis. Please find the report attached here with.
Therefore, I sincerely hope that you will appreciate my effort and I will be grateful
if my report is accepted for the appropriate purpose.
Sincerely yours
………………………
Sultana Jahan
Registration Number: 16501002472
BBA Professional
Major: Marketing
Session: 2016-2017
Dhaka Commerce College
 DECLARATION(By the student)
It is my pleasure to submit this report on “Does the importance of beliefs & attitudes vary
across low & high involvement products?” is not an exact copy of previously published reports,
articles and other publications. I am grateful to my supervisor Sigma Rahman Ratna, Lacturer,
Department of Business Administration, Dhaka Commerce College for her suggestion and
supervision during the study period that has greatly inspired me in preparing this report
successfully as per the instructions and outline of the office. This report is an original work and I
declare that no part of the report has been copied from anywhere without citing the proper
references. I have tried sincerely to accommodate my knowledge in writing this report.
Sincerely yours,
……………………………..
Sultana Jahan
Registration No: 16501002472
Session: 2014-2015
BBA Professional
Major: Marketing
Dhaka Commerce College
 SUPERVISOR’s CERTIFICATION
It is my pleasure to certify that the Project entitled “Does the importance of beliefs & attitudes
vary across low & high involvement products?” is a maiden work of Sultana Jahan. She has
completed this report under my direct supervision and guidance by complying with all
necessary rules and regulations of the Department of Business Administration, Dhaka
Commerce College in partial fulfillment of the requirements for the degree of Bachelor of
Business Administration (Major in Marketing).
I wish her all success to come.
………………………………………..
Sigma Rahman Ratna
Assistant Professor
Department of Business Administration
Dhaka Commerce College
 ACKNOWLEDGEMENT

All praise to the almighty, and the merciful ALLAH Without His blessing and
endorsement this report would not have been accomplished.
I would like to acknowledge and convey my heartfelt gratitude to my supervisor
Sigma Rahman Ratna, who gave me the opportunity to prepare this paper to
enhance my knowledge. She encouraged me and spared her valuable time to
check my draft copies. I am also indebted to thanks my family and friends; they
supported me in the critical time and encouraged me to prepare this paper. Last
but not the least, I would like to give thank all the respondents who participate in
the survey and helped me to complete my paper with honesty.
Finally, I would like to add some words that I have prepared this paper from
secondary information and survey. I am ready to accept all unwilling errors and
omission that are extremely belongs to me

5
Chapter-1 : Introduction,
Chapter-2: Overview of
organization
Chapter -3: What you have
learned
Chapter-4: Methodology
Chapter-5: Analyses &
Findings
Chapter-6:
Recommendations &
conclusion
Chapter:1
1.1:Introduction
Your experiences, attitude and beliefs are part of what makes you who you are. They affect
how you think, what you do and how you do it. Your background, upbringing, experiences and
relationships will all have played a part in the way you see things. Sometimes your attitudes and
beliefs could lead you to assume things about people that are not right or fair. It is important
that you realise this and develop self awareness so that you can learn to check that this does
not happen. You should take the time to learn about and understand the different attitudes and
beliefs.
1.2:Problem Statement
Consumer psychology is complex and uncertain. The uncertain state of mind and black box of
consumers make it difficult for a marketer to predict the way a consumer will behave towards a
product. In order to predict the behaviour of consumers, it is necessary to study on this
purpose.

1.3:Objective of the study

To explore the importance of beliefs and attitudes vary across low and high involvement
products?
What kind of effect has advertising format on the attitude and purchase intentions of
consumers?
Does religious beliefs also a fact in this case?
 Chapter:2
Overview of organisation
Operational definition of the variables

 Attitude
Consumer attitude may be defined as a feeling of favorableness or unfavorableness that
an individual has towards an object. As we, all know that an individual with a positive
attitude is more likely to buy a product and this results in the possibility of liking or
disliking a product

Boone and Kurtz (2004) describe attitudes as a person's enduring favorable or

unfavorable evaluations, emotions or action tendencies toward some object or data. As
they form over time through individual experiences and group contacts attitudes
become highly resistant to change.

 Functions of attitude
Adjustment Function − Attitudes helps people to adjust to different situations and
circumstances.

Ego Defensive Function – We all are bothered about our self-esteem and image so the
product boosting our ego is the target of such a kind of attitude.
Value Expression Function − Attitudes usually represent the values the individual posses.
We gain values, though our upbringing and training. Our value system encourages or
discourages us to buy certain products. For example, our value system allows or disallows
us to purchase products such as cigarettes, alcohol, drugs, etc.
Knowledge Function − Individuals’ continuously seeks knowledge and information. When an
individual gets information about a particular product, he creates and modifies his attitude
towards that product.

 Tri-component Model –
According to tri-component model, attitude consists of the following three components.
Cognitive Component − It consists of an individual’s knowledge or perception towards few
products or services through personal experience or related information from various
sources. This knowledge, usually results in beliefs, which a consumer has, and specific
behavior.

Affective Component − This consists of a person’s feelings, sentiments, and emotions for a
particular brand or product. They treat them as the primary criteria for the purpose of
evaluation. The state of mind also plays a major role, like the sadness, happiness, anger, or
stress, which also affects the attitude of a consumer.

Conative Component − The last component is conative component, which consists of a

person’s intention or likelihood towards a particular product. It usually means the actual
behavior of the person or his intention.

 Belief
Consumers have certain specific feelings towards some products or brands. Sometimes
these feelings are based on certain beliefs and sometimes they are not. For example, an
individual feels uneasy when he thinks about cheese burst pizza, because of the
tremendous amount of cheese or fat it has.

A belief, according to Bearden et al (1995) and kotler (2004), is a descriptive thought that a
person holds about something. In marketing context, a belief is a thought about a product
or service on one or more choice criteria. Markets are interested in the beliefs that people
formulate about specific products and services because these beliefs make up product and
brand images that affect buying behavior. If some of these beliefs are wrong and prevent
purchase, the marketer will want to launch campaign to correct them. Berkowitz et al
(2000), therefore, define beliefs as a consumers' subjective perception of how well a
product or brand performs on different attributes. Beliefs are based on personal experience,
advertising, and discussions with other people. Beliefs about product features are important
because, along with personal values, they create the favorable or unfavorable attitude the
consumer has towards certain goods and services. People's beliefs about a product or brand
influence their buying decisions. Marketers are interested in the beliefs people have in their
heads about their products or brands.
 Advertising Credibility
Information in the advertisements can influence how consumers’ receive this information
and how their attitude is about the products or brands showed in the advertisements. The
cues in the advertisements are determining the quality of the advertising message, which
affects attitudes (Jaworski & MacInnis, 1989). One factor in determining consumers’
attitudes towards the ad or brand that will influence information processing is advertising
credibility. Credibility is responses of consumers after seeing and processing the advertising
message, which influences ad attitudes (Jaworski & MacInnis, 1989). According to Lutz
(1985) advertising credibility is defined as the degree to which the consumer perceives
claims made about the brand in the ad to be truthful and believable. It refers to the
consumers perceptions of what extent consumers perceive the messages of the ad to be
believable and to what extent the consumer really trusts the source of the advertising
(MacKenzie & Lutz, 1989)
 Chapter:3
What you have learned
I have learn that psychology of any consumer can not be termed on any one or two topics.
It is more than that. If I see only the belief of the consumer, it also seen spread. Sometimes
it is influenced by the family,sometimes religious or sometimes sometimes by the
advertising.
 Theoretical framework
A survey by Fromkin and Demming (1967) revealed that college students perceived their
attitudes, beliefs, and values as most unique about themselves and their behavior as least
unique about themselves. Thus, it seems reasonable to assume that individuals covet a
small set of beliefs that are conceptualized as being highly idiosyncratic to themselves. It is
important to highlight at this point, however, the rather obvious fact that the beliefs that a
person holds in public mayor may not match that person's private attitudes. This distinction
has been made with regard to conformity behavior (see Kiesler & Kiesler, 1969) and clarifies
how a person may publicly express attitudes similar to those of others but may privately
hold divergent or unique attitudes. The subsequent discussion shows, however, that at
times even a person's public attitudes differ from the attitudes of others in order for him or
her to achieve a sense of…

Religious
(Conclusion /findings)

It was determined that religiosity significantly influences the decision making ofconsumers
in both high and low involvement product categories. Highly religiousconsumers were
found to be more rational, price conscious, brand conscious,value conscious and socially
influenced in their purchases. While they were found to belesser recreational, impulsive
and fashion conscious in their shopping behaviour. Thefindings were supported by Wiebe
and Fleck (1980) and Alam et al. (2011) whodetermined that highly religious people are
lesser impulsive and more rational in theirpurchases. Similar findings were reported by Sood
and Nasu (1995) who proposed thathighly religious consumers are more price conscious in
their purchases. Religious peoplewere found to be lesser brand conscious; this finding was
similar to Assadi (2003)findings who determined the same. However, as Fontaine et al.
(2005), Sood and Nasu(1995) and Esso and Dibb (2004) suggested that highly religious
consumers tended to bemore loyal consumers, this study could not confirm these results.
Consumers withhigher degree of religiosity did not get confused by information over choice
and werefound to be lesser innovative in their purchases
 Chapter:4
Methodology
The report is fully qualitative in nature. In which, Record keeping method is used, which is
similar to going to the library: you go over books or any other reference material to collect
relevant data.
I use already existing reliable documents and similar sources of information as a data source.

Chapter:5
Analysis & Findings

Chapter:6
Recommendations & Conclusions

6.1:Recommendations
(ধর্মীয়)

One interesting finding that was never pointed out in previous research was that higher-level of
religiosity make consumers more susceptible to the influence of friends, and colleagues. The
plausible reason behind this social attitude is strong emphasis of Islamic teachings on protecting
everyone’s rights and being courteous towards other members of society, termed as “Haqooq
ul Ibaad”. In the Holy Book of Muslims, it is written: So give what is due to kindred, the needy,
and the wayfarer. That is best for those who seek the Countenance of Allah and it is they who
will prosper (Holy Quran, 30:38).The holy prophet of Muslims said: Every Muslim has five rights
over another Muslim (i.e. He has to perform five duties for another Muslim): to return the
greetings, to visit the sick, to accompany funeral processions, to accept an invitation, to
respond to the sneezer (Riyad-us-Saliheen, 144:895).Due to such clear directions from Holy
Scriptures, Muslims with a higher degree of religiosity are more likely to get influenced by
friends, family members and colleagues.
Marketers should make note of it while designing their marketing strategies

6.2: Conclusions
No doubt, there is a growing need among marketing strategists to better understand their
customers’ attitudes towards their companies’s products, services, and delivery systems. In
some scholars’ opinions, “attitude” is a derived composite outcome of the interaction
between a person’s beliefs (cognitive thoughts) and expressed emotions (affective feelings)
with respect to those beliefs.
Firstly, attitudes are based on beliefs, consumers hold about the attributes or features of
the products being evaluated. In many instances, these attributes form the basis for the
development of marketing strategies. Secondly, attitudes are primary causes of behaviors
which makes them very relevant to marketers who want to understand why consumers buy
or do not buy their products. One organizing principle of attitude formation is the
importance of consistency among attitudinal components – that is, some parts of the
attitude may be altered to be in line with others. In this regard, customer buying behavior is
indirectly influenced by directly altering any of their three attitude components. The
complexity of customer attitudes is underscored by multi attribute models, in which a set of
beliefs and evaluations is identified and combined to predict an overall attitude. A good
knowledge of these is essential for business executives in the design of rent-yielding
marketing strategies.
🪴🌿🪴🌿🌿🪴 Boone and Kurtz (2004)
Ali, A.Y. (1995), An English Interpretation of the Holy Quran, Lushena Books, New York, NY
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