ASSIGNMENT TOPIC: DISCUSSION ON SPECIFIED QUESTIONS

COURSE TITLE: CONSUMER BEHAVIOR

COURSE ID: MKT 425

SUBMITTED TO

MAHAMUDUL HASAN

ASSOCIATE PROFESSOR

DEPARTMENT OF MARKETING, FACULTY OF BUSINESS ADMINISTRATION

PATUAKHALI SCIENCE AND TECHNOLOGY UNIVERSITY

SUBMITTED BY

ABU BAKAR SIDDIQUE

STUDENT ID: 1703042

STUDENT REG: 07683

PATUAKHALI SCIENCE AND TECHNOLOGY UNIVERSITY, DUMKI, PATUAKHALI

6.1 Explain how situational factors influence the degree of consistency between
attitudes and behavior.

Situational factors exert a profound influence on the alignment between attitudes and
behavior, shaping individuals' actions in diverse contexts. Social norms, ingrained
within societal frameworks, often dictate acceptable behavior, compelling
individuals to conform even if it contradicts their attitudes. Similarly, role
expectations play a pivotal role, as individuals adjust their behavior to fit the roles
they occupy, sometimes overriding their personal attitudes. The phenomenon of
cognitive dissonance arises when a disjunction between attitudes and behavior
triggers discomfort, prompting individuals to realign either their attitudes or
behavior to restore cognitive harmony. The accessibility of attitudes, influenced by
their salience in each situation, can sway behavior, with highly accessible attitudes
more likely to guide actions. Environmental cues, ranging from peer influence on
situational prompts, can trigger specific behaviors independently of individuals'
attitudes, leading to inconsistency. Moreover, mood and emotions can sway
behavior, with individuals more inclined to act in ways consistent with their current
emotional state, even if it contradicts their underlying attitudes. Understanding the
interplay of these situational factors is paramount in unraveling the complexities of
human behavior across diverse contexts.

6.2 Because attitudes are learned predispositions to respond in particular ways, why
don’t marketers measure only purchase behavior and ignore attitudes?

Marketers are increasingly focusing on attitudes rather than just purchase behavior
to understand consumer decisions. Attitudes are hidden gems that guide consumers
towards products and brands they love. By incorporating attitudes into marketing
strategies, marketers gain a comprehensive view of consumer motivations, allowing
them to craft campaigns that resonate with their target audience. Understanding
attitudes is essential in the dynamic realm of consumerism, as it helps navigate
changing trends and anticipate shifts in consumer behavior. By measuring both
purchase behavior and attitudes, marketers create experiences that captivate hearts,
nurture loyalty, and foster enduring connections with consumers, driving brands
towards success in the ever-evolving commerce landscape.

6.3 Explain a person’s attitude toward visiting Kuakata Sea Beach in terms of the tri-
component model.

A person's attitude toward visiting Kuakata Sea Beach can be explained using the
tri-component model of consumer behavior as follows:

Cognitive Component: This involves what the person knows or believes about
Kuakata Sea Beach. For example, if they think it's a beautiful beach with stunning
sunsets and a peaceful atmosphere, their cognitive component is positive.

Affective Component: This relates to the person's emotional response. If they feel
excited, happy, or relaxed at the idea of visiting Kuakata Sea Beach, their affective
component is positive.

Conative Component: This concerns their intention or behavior. If the person intends
to visit Kuakata Sea Beach or has already made plans to go there, their conative
component is positive.

In simple terms, if someone thinks Kuakata Sea Beach is beautiful, feels excited
about going there, and plans to visit, their attitude toward it is positive.
6.5 Explain how the product manager of a breakfast cereal change consumer
attitudes toward the company’s brand by (a) changing beliefs about the brand, (b)
changing beliefs about competing brands, (c) changing the relative evaluation of
attributes and (d) adding an attribute.

The product manager of a breakfast cereal can change consumer attitudes toward the
company's brand through various strategies:

(a) Changing beliefs about the brand: Emphasizing the cereal's nutritional benefits,
quality ingredients, and positive impact on health and wellness can reshape
consumer perceptions, positioning the brand as a trustworthy and desirable choice
for breakfast.

(b) Changing beliefs about competing brands: Utilizing comparative advertising or

direct messaging to highlight the superior features or benefits of their cereal over
others can sway consumer perceptions and encourage brand switching.

(c) Changing the relative evaluation of attributes: Focusing on key attributes such as
taste, nutritional content, convenience, or affordability, and positioning the brand to
excel in these areas through marketing efforts and product innovation can make the
cereal the preferred choice over competitors.

(d) Adding an attribute: Introducing a new attribute, such as sustainability or eco-

friendliness, can differentiate the brand and appeal to consumers who prioritize these
values, positively influencing consumer attitudes towards the brand.

6.8 A college student has just purchased a new Apple iPad. What factors might cause
the student to experience post purchase dissonance? How might the student try to
overcome it? How can the retailer who sold the computer help reduce the student’s
dissonance? How can the computer’s manufacturer help?
Factors causing post-purchase dissonance for the college student:

Price: Perception of the iPad being expensive or finding similar products at a lower
price.

Performance: iPad not meeting expectations in terms of features, usability, or

performance.

Alternatives: Awareness of alternative devices offering different features or better

value.

Peer Influence: Negative opinions from friends or recommendations for competing

products.

Buyer's Remorse: Feelings of guilt or regret after making a significant purchase.

How the student might overcome post-purchase dissonance:

Information Seeking: Researching reviews, tutorials, or forums to validate the

purchase decision.

Rationalization: Focusing on positive aspects of the iPad to justify the purchase.

Seeking Social Confirmation: Sharing positive experiences with friends or seeking

validation from peers.

Utilizing Return Policies: Considering returning the iPad if unsatisfied, if allowed.

How the retailer can reduce the student’s dissonance:

Excellent Customer Service: Providing knowledgeable and friendly staff to address

concerns.

Extended Return Period: Offering a generous return policy to reduce perceived risk.

After-Sales Support: Assisting with setup, troubleshooting, and tutorials.

How the computer’s manufacturer can help:

Product Education: Offering comprehensive guides and tutorials to understand iPad

features.

Warranty and Support: Providing a robust warranty and support program.

6.9 Find two print ads, one illustrating affective component and the other illustrating
the cognitive component. Discuss each ad in the context of the tri-component
model. Why has each marketer taken the approach it did?

Print Ad Illustrating Affective Component: RFL water pump.

An example of a print ad illustrating the affective component of the tri-component
model is an advertisement on RFL water pump. The ad says, "Don't violate anyone's
rights", "Freedom is about rights." "Happy Independence Day to all." The ad uses
the occasion of Independence Day to promote its water pump, suggesting that the
product is essential for freedom and not having to rely on others for water. Here are
some elements that could be considered effective in this ad:

• Evokes a sense of national pride: The ad uses the colors of the Bangladeshi
flag and references Independence Day, which could resonate with viewers
who are proud of their country.
• Connects the product to a positive value: The ad suggests that the water pump
is essential for freedom and self-reliance, which could appeal to viewers who
value these qualities.

Print Ad Illustrating Cognitive Component: Walton Smartphone

An example of a print ad illustrating the cognitive component of the tri-component
model is an advertisement for Smartphones. The ad highlights the phone's technical
specifications and features, such as camera quality, battery life, and processing
power. By emphasizing the product's functional benefits and providing information,
the ad targets the cognitive component of the consumer's attitude, appealing to their
rational thoughts and beliefs.

Marketer's Approach:

Each marketer takes their respective approach based on their target audience and
marketing objectives. The water pump brand aims to create a strong emotional
appeal and connection with their target customers, as their product is often associated
with offers a promising pathway to improve the provision of water services in rural
areas. On the other hand, the smartphone marketer focuses on providing consumers
with relevant information and highlighting the product's functional value to appeal
to their rational decision-making process. Overall, both approaches align with the
specific components of the tri-component model to influence consumer attitudes
towards their products.

6.13 Think back to the time when you were selecting a college. Did you experience
dissonance after you had made a decision? Why or why not? If you did experience
dissonance, how did you resolve it?

In 2015, when I was selecting a college, I indeed experienced dissonance after

making the decision to choose Rashed Khan Menon Model School and College. The
pressure from my family to opt for a college closer to home influenced my decision,
despite knowing that it might lack the opportunities for me to learn more compared
to more renowned colleges. The realization that I may have sacrificed educational
quality for convenience left me feeling conflicted and uncertain about my choice.
However, I resolved this dissonance by taking proactive steps to enhance my
learning experience. I sought out tuition from teachers of my favorite courses who
taught at the renowned colleges, allowing me to access quality education while still
attending the college chosen due to family pressure. This decision not only helped
me bridge the gap in educational opportunities but also empowered me to compete
more effectively in my academic pursuits. Ultimately, by actively addressing my
doubts and seeking additional support, I was able to overcome the dissonance I faced
during the college selection process in 2015.