SESSION 9 AND 10

Consumer Behavior - 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.
Functions of Attitudes

• Adjustment Function
• Ego Defensive Function
• Value Expression Function
• Knowledge Function
Important Aspects of an Attitude

• Attitudes are Learned

• Attitudes are Predispositions to Respond
• Attitude Objects
• Attitudes Have Degree and Intensity
Consumer Perception

• Consumer perception is defined as a process by which consumers sense a marketing stimulus, and
organize, interpret, and provide meaning to it. The marketing stimuli may be anything related to the
product and/or brand, and any of the elements of the marketing mix.
• The primary or intrinsic stimuli comprise the product and its components, namely brand name,
label, package, contents, and physical properties.

• The secondary or extrinsic stimuli comprise the form in which the good or service offering is
represented through words, visuals, graphics, and the symbolism, or through other cues such as
price, outlet, salespeople, or marketing communication.
GROUPS
What Is A Group?

• A group may be defined as two or more people who interact to accomplish some goals. Within the broad
scope of this definition are both an intimate “group” of two neighbors who informally attend a fashion show
together and a larger, more formal group, such as a neighborhood.
Types of Groups

• 1. Primary versus Secondary Groups

• 2. Formal versus Informal Groups
• 3. Large versus Small Groups
• 4. Membership versus Symbolic Groups
• Consumer-Relevant Groups
• The Family
• Friendship Groups
• Formal Social Groups
• Shopping Groups
• Consumer Action Groups
• Work Groups
• Social Class