Consumers of all products are engaged in low, medium and high involvement information search. There are various questions to be considered.
People have different attitudes (bent of mind) for different products, e.g., many consumers think of plastic to be cheap, artificial, weak, breakable, non-degradable, environmentally harmful and not desirable. They have a negative attitude and discourage the use of plastics.
Plastics also create positive attitudes, as it is light, unbreakable, easy to carry, handy.
People do not dislike plastics, but do not know what to do with it after using it. Attitude is the way we think, we feel and act towards some aspect of the environment.
Key variables that surpasses all variables in alternative evaluation, is consumer attitude.
Consumer Attitude and Alternative Evaluation
It presents a summary evaluation of the consumer environment around them.
Attitude is a learned predisposition to respond in a constant favorable or unfavorable manner,in respect to a given object.
Marketers try to bombard consumer with information. These may have a positive or negative effects.
Schematic conception of attitude has three components:
An attitude provides a series of cues to marketers. They predict future purchases,redesign marketing effort and make attitude more favorable.
Attitudes indicate knowledge, feelings and intended action for the given stimulus.
In building a favorable attitude towards a product, utilitarian function plays an important part. It guides consumers in achieving their desired needs and avoiding failure and disappointment,e.g., desire for hi-tech products or after sales service may be the priority of the customer. Customer builds a favorable attitude if he is satisfied with the function, e.g., safety,image etc.
Ego Defensive Function
Individuals are attracted towards products that give them protection and enhance their image in a society. It protects consumers against internal and external anxieties and environment.
Here marketing stimuli and more particularly products become an instrument of the protection process, e.g., visible prestige products, mouthwash, deodorants, perfumes, make an individual more acceptable in a gathering, e.g., mouthwashes are used to avoid anxiety producing situations. Creams are used for removing pimples from the face.
Value Expressive Function
This helps to maintain self-identity among consumers and lead them to expression and determination,
e.g., Gandhian followers select handloom and khaki clothes.
Consumer openly expresses opinions that reflect their belief and self concept.
The knowledge that listerine stops bad breadth. The knowledge that high cholesterol food is not good for health. Consumers want to uphold the values they stand for. As a member of a club, one has to conform to the attire prescribed by that club.
Consumer Behaviour Related Interview Questions
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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