PROF.

DEEPIKA

What is an attitude?
Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object in marketing, object can be a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli.

Attitudes
attitudes are acquired, we are not born with them attitudes can be positive or negative attitudes may be complex and contradictory attitudes are functional for an individual's lifestyle attitudes have different intensities attitudes fit our central values attitudes are unique to each individual attitudes can be modified and influenced by persuasion attitudes are assumed to be linked to behaviour (e.g purchasing)

Why, From a Marketers point of view, is it important to know about Attitudes?

If a consumer is favorably disposed towards your product or service (i.e. has a positive attitude) then you want to keep them so disposed If they are unfavorably disposed or neutral then you want to change their attitude.

Therefore we need to know

Why Consumers Form Attitudes?

How Consumers Form Attitudes?

How to Measure Consumers Attitudes

How to Change Consumers Attitudes?

Attitudes are learned predispositions; therefore, their development is influenced by

personality of the individual family peers experience education culture subculture, nationality

 Cognition Component: Knowledge And Perception Acquired By People Beliefs

Affect Component: Feeling About Product Or Brand Favourable Or Unfavourable Feeling. Positive Or Negetive. Conation Componen: Likelihood Or The Probability Of The Consumer To Take A Definite Action With Regard To The Attitude Object, Which May Be Actual Behaviour Also Called Buyer`s Intention.

The ABCs of attitudes:

The

Affective Component (feelings)

I feel good about myself when I drive a BMW

The
The

Behavioral Component (action toward object)

Cognitive Component (beliefs)

I will buy a BMW next time

I think BMWs are quality cars

COGNATION

AFFECT

CONATION

INTERPLY OF THESE THREE GIVE US AN IDEA ABOUT THE BUYER`S ATTITUDE.

The Model Does Not Predict The Behaviour Of The Consumer, But The Intention To Behave In A Particular Way.
Model Say Behaving In A Particular Way Will Result In A Particular Consequence.

Designed To Access Situation Where Outcome Is Uncertain But There Is An Effort From Consumer`s Side To Purchase. Theory Highlights: Constraining Factors Which Prohibit The Consumer From Converting The Attitude Into Actual Pattern.

Lets See How It Works:

Consumerad HIS EXPOSURE HE IS AFFECTED HE STARTS REACTING TO THE Ad BY FEELING AND APPLYING THE MIND(COGNITION) AFTER SEEING THE Ad.
FORMATION OF ATTITUDE TOWARDS Ad SAME TOWARDS BRAND/PRODUCT. FORMATION OF CONSUMER ATTITUDE TOWARDS THE BRAND: ONE IS JUDGEMENTAL EVALUATION ( WHETHER THE Ad WAS INFORMATIVE, VAGUE, HOLISTIC ETC AND FEELING THE CONSUMER GOT FROM THE Ad SATISFIED, CURIOUS, BORED, HAPPY This Will Form His Involvement( High Or Low): As A Marketer See This Both Are ImPortant

DIVIDED INTO 2 BROAD AREAS:

SOURCES OF INFLUENCE ON ATTITIDE FORMATION THE IMPACT OF PERSONALITY ON ATTITUDE FORMATION.

1. SOURCES: INFORMATION, EXPOSURE, GROUP MEMBERSHIP, ENVIRONMENT, NEED/WANT SATISFACTION

VOLTAS: YEH VOLTAS REFRIGERATOR HAI JANAB, JO VOLTAS MAIN HAI WHO DOOSRON MEIN NAHIN

The Need Is To Have Refrigerator.. Message Is Only Voltas Can Truly Satisfy Your Need.
Personality Influence: It Says Personality Wise Consumer Get Influence: People Is Sensitive And Imaginative And Take Help Of Right Brain Positive Attitude If Ad Is Conveyed Through That Route. If Personality: Logical One: Attracted Towards That Ad Which Gives Lot Of Factual Information So Develop His Attitude.

DEFINE: a finding that at a given time, a significantly higher or lower proportion of the population holds certain attitude that at a earlier time: Factors responsible for attitude formation are also attitude change:
CONGRUENT CHANGE INCONGRUENT CHANGE

Example: War Kargil: Some Want To Join/Double Minded For Army: So Much Media Attention Formed A Definite Attitude To Join The Army.( CALLED CONGRUENT CHANGE : Attitude Change In A

Direction That Reinforces The Present Attitudinal Position.)

Teaching Was Considered Noble Profession No Longer. Children Of Teachers Which Have Seen The Present State Want To Shift Towards Corporate Sector: So Change To Totally Opposite To What Going On Is Called: Incongruent Change.

MILK SHOULD NOT BE CONSIDERED AS A PRODUCT SATISFYING ONLY THE PHYSIOLOGICAL NEED.

This Is Called Change Consumer Motivational Function: Sometime Consumer Forms A Habbit. Ex: Milk For Every One, Not Only For Children, Old People, Patients But For Youg People Also. Nddb( National Dairy Development Board) Pi Sakte Ho Roz Glass Full And Garmi Mein Dalo Dudh Mein Ice, Dudh Ban Gaya Very Nice.

IF MARKETER IS ABLE TO MAKE NEED PROMINENT, THEN CONSUMER WILL NOT BUY BECAUSE OF HABBIT FORMATION. 2. ASSOCIATE WITH THE ADMIRED GROUP OR EVENT/CAUSE.

Ex: wills associated with loved leisurely and stylish sporting event(event marketing), if related; benefit will pass on to blind relief or old age homes( cause marketing)

Example: I am too fat to wear a western outfil. Arrow: zero calorie outfit So resolve the conflict; I will not go to Mc Donald in Nay ratras:
Mcdonald came with pure vegetarian week. Ex: sugar free option.

So Change By Altering Belief Of Product. Canon: Sells Xerox Machine: Now Changing By Projecting It Not Only Bring Regular Black Stuff But Objects Of Art Comparable To Live Images Hdfc: Not Only House Loan But Much More Than That.( Education, Etc). So Change By Bringing Some Value Addition Cognitive Change.

IS THE COMPOSITE SUM OF AN INDIVIDUAL`S PSYCHOLOGICAL TRAITS, CHARACTERISTICS, MOTIVES, HABITS,ATTITUDE, BELIEFS AND OUTLOOK.
IS AN INTERNALIZED SYSTEM WHICH INCLUDES ALL THOSE ASPECTS OF A PERSON THAT ARE INHERITED AS WELL AS THOSE THAT ARE LEARNED.

Personality May Be Very Good Way To Judge A Person Behaviour In Most Of Time If Not Every Time.

Example: Selection Of Greeting Card, Which Represents Personal Message And Therefore Extension Of One`s Personality.

Optimal Stimulation Level(osl). Example: People Prefer Activities With Less Arousing, Avoid Too Much Excitement: Example Golf People Likely To Seek Activities That Are Higly Exciting(river RAFTING) So Higher OSL AS A MARKETER YOU HAVE TO DESIGN Ad Or PROMOTION AS PER THE TRAIT GROUP YOU ARE FOCUSSING.
1.

CONSUMER VARY: HOW OPEN or CLOSED MINDED THEY ARE. DOGMATIC CONSUMER: are likely to be more

resistant to new marketing practises, individual products, promotions and advertising.

1.Marketer use personality traits to first differentiate individuals, and than only group them according to their behavioural similarity. 2. As marketer cannot change personality so he has to appeal to the relevant personality traits inherent in target customer group. 3. Through continuous learning personality gets influence. 4. To remember: personality is one of the important determinant and not the only.

Positioning brand as per his personality. Target less known brands and technological innovations to consumers with high level of self esteem and self confidence. Avoid targetting innovative products to rigid consumers and consumers with low tolerance for ambiguity. Identify the extent to which consumer of the product category are prone to discounts/rebates and how value conscious they are; then market accordingly.

CRUX : FIGURE SAYS SELF CONCEPT

SELF CONCEPT IS BROADLY DIVIDED IN FOUR BASIC PARTS.

DIMENSION ACTUAL SELF CONCEPT PRIVATE SELF SOCIAL SELF HOW I ACTUALLY SEE MYSELF HOW OTHERS ACTUALLY SEE ME

IDEAL SELF CONCEPT HOW I WOULD LIKE TO SEE MYSELF HOW I WOULD LIKE OTHERS TO SEE ME

S C: IS A NARROWER DIMENSION OF PERSONALITY TO INVESTIGATE POSSIBLE RELATIONSHIPS BETWEEN(ON ONE HAND) HOW INDIVIDUAL PERCEIVE THEMSELVES AND (ON OTHER HAND) HOW THEY BEHAVE AS CONSUMERS.

TO make marketing startegies. Self concept if formed through interaction with parents, peers, teachers and others. One`s self concept is valuable to oneself. S c is valuable, an individual always strives to enhance it. Certain products serves as social symbols and communicate social meaning to those who own and use such product.

Psychographics Research Mainly Focus On A I O(activities, Interest And Opinions)

IT INVOLVES DESCRIBING PEOPLE IN TERMS OF DAY TO DAY ACTIVITIES,INTEREST, OPINIONS, PERSONALITIES AND PERSONAL VALUES.

They Put Statements To Consumer Or Say How Well A Statement Describe A Particular Person. So Capture Individual`s Stand On A Variety Of Statements.

THESE STATEMENTS ARE PRODUCT OR BRAND SPECIFIC

A I O or HIS LIFESTYLE, PERSONALITIES AND DEMOGRAPHICS: WHY FOR MAKING MARKETING STRATEGIES. LIKE:
SEGMENTING CUSTOMERS POSITIONING PRODUCTS DESIGNING MEDIA STRATEGY ETC.

PSYCHOGRAPHICS IN MARKETING
DEMOGRAPHICS

LIFE STYLE AND PSYCHOGRAPHICS CONSUMER LIFESTYLE DEMOGRAPHICS MEDIA HABBITS BENEFIT SOUGHT BRAND ATTITUDES AND BELIEFS PURCHASE BEHAVIOUR ETC

PSYCHOGRAPHICS

PERSONALITY

P U R C H A S E