Attitude Development And Alternate Evaluation In Buying Introduction Consumer Behaviour

Consumers of all products are engaged in low, medium and high involvement information search. There are various questions to be considered.

  • How do consumers choose among brand alternatives?
  • Do they use any choice rules?
  • Do they select best alternatives or reject bad ones?
  • How do they find their way amidst many brand alternatives with different attributes?

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.

Attitude-component and manifestation

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.
Definition
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.

Utilitarian Function
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.

Utilitarian Function

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.
Knowledge Function
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.


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