Lecture 4: Date: 28-03-2012

Attitudes Measurements:
Chapter 8 Page 241.
Attitudes and perceptions played very important role in Marketing. Below we link Attitudes with marketing research. To better understand Attitudes read Physiological buying behaviour given in Stanten Book.

Physiological Dimensions of Buying Behaviour:

Physiological Dimensions of Buying Behaviour consists of the following: Motivation Learning Consumer behaviour is unpredictable. Demographic and Physiological. Power to buy. Example Dove soap expensive cant buy. And will to buy belongs to Physiological factors. Not like the colour or doubt about the fat used in it.

Important For Paper: What is attitude and what are the three
components of attitude?

Def. of Attitudes:
It is a pre disposition towards an object idea phenomena Person. It can be favourable it can be unfavourable it can be liking and it can be disliking. Attitudes some what permanent but can be changed and it takes decades and generations to bring such changes. But in comparison if Attitude are permanent then its a belief and it can not be change like Religion. Can be change but take decades and generation to change.

Change Attitude Examples:

If we make sitting arrangements for our on floor, consider to b bad but in Quetta people sit on floors. Giving hug and kissing on face or hands is a bad gesture in foreign countries but opposite to that in northern areas of Pakistan people usually met like this. Attitude change: Tab water changes into mineral Water Tissue took the place of Handkerchief. Evening classes are also introduced and also doing well. Female jobs consider taboo in the past but now its appreciated by the same society, this is change of attitude. Husband wife both is working these attitudes change in decades.

Attitudes vary from person to person from society to society.

If you are driving on Motorway you have different attitudes of driving. You fasten the seat belt on Motorway and also over speed is avoided. This attitude change is due to the strict implementation of law by the motorway police.

Companies working hard to change the attitudes. If fail then the companies tailor the product according to the customer needs and wants. Liquid hand wash. Attitudes still need to develop. If you predict about future you are a good businessman. Good Companies are good in predicating the future attitudes. Attitude change but take too long. Like from Desi Ghee to Banspati Ghee. Cornflakes attitude still cant be change so have a very narrow segment. Skimz milk cant able to change attitude.

Book Def of Attitude: (Write this in the paper)

An Attitude I an individual enduring perceptual Knowledge-based evaluative and action oriented process with respect to an object or phenomenon. *Knowledge comes from many sources. You re bombarded with info. From Internet. NetMBA is the site you get info. From Newspaper From other media From Friends *Enduring Perception: Action oriented behaviour. You have to go to the market. Pringles, Lays, Potato & Potato Chips concept introduce and still doing business successfully. Took 25years to change the attitude. We never think to buy water to drink now everyone buying water. Nestle change the attitude in 25 years. Bhutto use mineral water import from France. People have objection on that at that time.

Component of Attitude:
Cognitive Component: Belief. It depends on belief. Colour Effective Durable. Affective Component: Feeling about the object. Such as good or bad. Behaviour Component: It related to your action. So companies need to change
the behaviour. Change the customer to mineral water and to tissue paper. Diaper for babies. Mother attitude change. Milk of tin doctor advice an against fresh milk. Surma forbid by the doctor attitude change.

If client not give response than all the marketing efforts go in vain and no benefit to the company. In start company suffer loses because its a phase of changing attitudes. Mobile phone in 1995. But excessive use starts in 2005. Because most of people are legarts. Sir Mother example return the mobile not like to use it. Sir father only use it to give bells to go for the mosque. Because they are legarts due to age factor. They are not the potential client. Shaving Foam. Electric Shaver. Not have attitude about this. Contact Lens available for the last five years. But still most people carry the weight of glasses.

Ask by Haris Butt about Ideas:

Are the life blood for anything. Innovative Creative Some Ideas obsolete. Ideas have the relationship with the fashion. Life Style Exhibition Education Expo is the idea. Snooker Clubs Net caf instead of Libraries are successful.

Hierarchy of Effect Model: (Must Draw In Paper) Page 144. Model of Behavioural Response.
Explanation of Diagram is as Below: Input=Efforts Process Output=Performance Marketing Mix=4ps Situational Factors=in control and not in control factors. Cognitive=Awareness and Knowledge about the product through social circle Preference=Competition. U like one thing and not like other think. Prefer Lux against Rexona. Intention= Think to buy Purchase=is the reward or outputs of the efforts of a marketer.

Not Important: Attitudes are physiological but can be measure:

Nominal Scale Rating Scale Graphic Rating Scale Verbal Rating Scale Rank Order Scale Paired Comparison Scale Page 256: Int. Attitude Research.