my attitudes

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Amity Business School ATTITUDES MAMTA MOHAN

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Page 1: My Attitudes

Amity Business School

ATTITUDESMAMTA MOHAN

Page 2: My Attitudes

Amity Business SchoolAmity Business School

Wendy’s Offers Salads To Differentiate Itself

Page 3: My Attitudes

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Consumer Attitudes• What are Attitudes?

• Attitude Heirarchy & Structure and composition of attitudes

( Models )

• How are they formed and changed? Attitude influence Stratigies.

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Amity Business SchoolAmity Business School

Attitudes

Why?Attitude research is important to know what is

in the heart of consumer.

To gauge how firms target audience will react to the new changes in the Mkt’g Mix.

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Attitudes are learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object ( brand).

Brand Attitude-are consumers ( C’r) learned tentencies to evaluate brand based on schema of a brand c’r stores in long term memory.

e.g. LIC, BSNL

Brand belief brand evaluation Intendd behaviour

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Components of Attitude- mutually interdependence

• Brand beliefs - cognitive/thinking .

• Brand Evaluation – affective or feeling.

• Intention to buy- behavioural

Page 7: My Attitudes

Amity Business School

Vocabulary of Brand beliefs for a soft drink

Product atributes• Caloric content• Vitamin content• Natural ingredients • Sweetness• After taste• carbonation

Product benefits• Restores energy• Nutritional• Good for the whole family

• Gives a lift• Good at meal times• Thirst quenching

Page 8: My Attitudes

Amity Business School

Components of Attitudes

Cognitive component ( brand belief)

Affective component (brand evaluation)

Behavioural Component ( intention to buy)

Purchase decision

Page 9: My Attitudes

Amity Business SchoolHierarchy of attitude

• Cognitive-thoughts• Affective- feelings • Cognitive-Actions

Page 10: My Attitudes

Amity Business School

Attitude Hierarchies

Type of Hierarchy Sequence Nature of Information processing

High involvement Beliefs-thoughts Active, purchase specific processing

Evaluation- feelings

Behavior- action

Low invol’ment

Behavior -actions Passive, purchase specific processing

Evaluation -feelings

beliefs-thoughts

Experiential Evaluation-feelings Active, ongoing processing

Behavior-actions

Beliefs-thoughts

Page 11: My Attitudes

Amity Business School

Degrees of Involvement and Types of Attitude Hierarchy

High Involvem

ent

• Low Involvement

Emotional HierarchyEmotional Hierarchy

•Begins with intense emotions

•Begins with intense emotions

Rational HierarchyRational Hierarchy

•Begins with consideration of multiple features

•Begins with consideration of multiple features

•Begins with mood•Begins with mood •Begins with consideration of one or two features

•Begins with consideration of one or two features

Low-involvement

hierarchy

Low-involvement

hierarchy

Page 12: My Attitudes

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Attitude Development

• Family• Peer group• Information experience• personality

Page 13: My Attitudes

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Functions of Attitude • Utilitarian Function• Value Expressive-• Ego Defensive• Knowledge function

Page 14: My Attitudes

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Role of Attitudes in developing marketing Strategies.

• Identify Benefit segments

• Develop new products

• Formulate & evaluate mkt’g mix strategies.

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Relationship of beliefs and behaviour

• Balance theory- cognitive consistency

• Multi attribute theory- attitude formation is function of C’r belief. Diagnose the strengths of competitive brands. apply the vocabulary of brand attributes .e.g. Listerine.

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Behavior and attitude

• Cognitive dissonance-Attitudes sometimes change to confirm previous behaviour.e.g bettors

• Passive learning- C’r learn about the brand with little involvement.link the pdt with involving issue/personal situstion.

• Disconfirmation of expectations.

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Strategies of Attitude Change

• Changing the Basic Motivational Function• Associating the Product With an Admired

Group or Event• Altering Components of the Multiattribute

Model• Changing Beliefs About Competitors’ Brands

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Methods of Influencing the Customer’s Behavior

• Incentives- low involvement products.• Structuring the physical environment- display of eatables,

magazines or novelties in the checkout lines, spaciousness of aisles & lightning conditions, slow pace music. (ecological design)

• Government mandates -consumers lack competence to judge their own concerns .e.g. seatbelts, auto insurance, speed limits.

• Business procedures-store hrs time, instore surveillance design.

• Information structuring –e.g. declaring the item as last one in stock.

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Conclusion• Reinforcing existing behavior is easier then

changing them.

E.g Miller lite is less filling, tastes great.If attitudes about the brand r effective , then try

to change the attitudes of non users.

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Clorox Uses A Utilitarian Appeal

Page 21: My Attitudes

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AC Delco Uses a Value-Expressive Appeal

Page 22: My Attitudes

Amity Business SchoolA Knowledge Appeal