Five Factors influencing Decisions

1. Level of consumer involvement

2. Length of time to make decision 3. Cost of good or service 4. Degree of information search

5. Number of alternatives considered

Routine Response Behavior

Little involvement in selection process
Frequently purchased low cost goods

May stick with one brand

Buy first/evaluate later

Quick decision

Limited Decision Making

Low levels of involvement Low to moderate cost goods

Evaluation of a few alternative brands

Short to moderate time to decide

Extensive Decision Making

High levels of involvement
High cost goods

Evaluation of many brands

Long time to decide May experience cognitive dissonance

Types of consumer involvement and decision making

Routine
Involvement Time Cost Information Search Number of alternatives Short Low Short Internal only one

Limited
Low to moderate Short to moderate Low to moderate Mostly internal few

Extensive
High Long High Internal & external many

Attitude
An attitude is a complex mental of neutral state of readiness, organized through experience, exerting directive or dynamic influence on the individuals response to all objects and situations to which it is related A predisposition to experience, to be motivated by and to act toward a class of objects in a predictable manner A mental state involving beliefs, feelings, values and disposition to act in a certain way It refers to favorable or unfavorable feelings one might have about a person, thing or event. How we choose to think, act and respond to everything in life is determined by our individual attitude

Characteristics of Attitudes
Help in the development of ones personality A learned predisposition that projects a positive or negative behavior consistently toward several objects Has a direction, intensity and degree Normally consistent Can be measured Occur within a situation
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Attitude Function
Multi-attribute Model of Attitudes
The tri-component model does not provide the information about the purchase intention of the consumers Theory of Reasoned Action
Explains the interrelationship between the psychological factors faced by the consumer and any external emotions inspired by environment and his or her intention to buy Understanding this interrelationship gives an insight into a consumers Purchase Decision
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Theory of Reasoned Action

Beliefs of the consumer regarding the outcomes of an action
The consumer evaluates each of the outcomes to see if his action was satisfactory or dissatisfactory

Attitude toward the action

Consumers perception of what others think about the action

The importance the consumer gives to the opinions of his friends, v relatives and parents before buying

Subjective Norm

Intention to perform such an action

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Theory of Trying to Consume

Theory helps the marketer in predicting consumer behavior and forecasting the purchase intentions of the consumer Helps to understand the consumers buying intentions and also his consumptions intentions because they need to know if the consumer will continues to use the products in future The model examines following new parameters Attitude of the consumer toward the process or activity The consumers belief about the consequences of his or her actions How the consumer evaluates each of the consequences The number of times the consumer had taken up such an action in the recent past The consumers perception about what people think about his or her action constitute the subjective norm

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Theory of Trying to Consume

Beliefs about the possible consequences of success Evaluation of consequences such Number of times the person has tried to learn The most recent effort made my the person

Attitude toward successful + Expectation of Success

being

Attitude toward trying

Intention to Try

TRYING

Attitude toward unsuccessful + Expectation of Failure

Attitude toward process of taking the course

Beliefs of the possible consequences in event of failure Evaluation of such consequences

being

Subjective Norm and its effects

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Attitude Change
The marketers can alter the attitudes of their consumer in following four ways
By altering the consumers perception about the functions of a product By giving the consumers a new perspectives about the product by associating the product with famous people or organizations By presenting the product in a new light to the consumers by altering the various features of the product By trying to change the consumers beliefs regarding the competitors products

Changing the functions that the product serves Associate the product with a famous personality or an established organization Changing attitudes by presenting the product in a new light Change the beliefs of the consumer regarding the product Try to change the perception of the consumer
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Involvement
The level of interest that a consumer has in a product Strategies followed by marketers to increase the involvement of consumers
Try to change the belief of the consumer has about the outcome of using the product Try to change the perception that the consumer about the outcome of using a product Encouraging consumers to stick to their own beliefs
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