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To Differentiate Itself
Consumer Attitudes
What are Attitudes?
Why?
Attitude research is important to know what is in
the heart of consumer.
Purchase decision
Attitude Hierarchies
Type of Hierarchy Sequence Nature of Information
processing
High involvement Beliefs-thoughts Active,purchase
specific processing
Evaluation- feelings
Behaviour- action
Low invol’ment Behaviour -actions Passive, purchase
specific processing
Evaluation -feelings
beliefs-thoughts
Beliefs-thoughts
Degrees of Involvement and Types of
Attitude Hierarchy
Low-
Low Involvement involvement
hierarchy
Attitude Development
Family
Peer group
Information experience
personality
Functions of Attitude
Utalitarian Function
Value Expressive-
Ego Defensive
Knowledge function
Role of Attitudes in developing
marketing Strategies.
Cognitive dissonance-Attitudes
sometimes change to confirm previous
behaviour.e.g bettors