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Consumer Beliefs Consumer Attitudes Consumer Feelings Consumer Intentions Consumer Behaviour

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Beliefs are the knowledge and inferences that a consumer has about products/brands and possible benefits derived from using them. Beliefs result from cognitive learning. Attribute importance springs from: A persons assessment of the significance of an attribute. The amount of attention directed to it. A persons self-concept, advertising, and the salience of the attribute can influence the attention focussed on it.

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Brand distinctiveness: Consumer perception of a brand and companys marketing effort leads to developing certain personality of each brand, e.g. Tanishq Jewellery. Inferential beliefs: Information about one product of a company makes consumers to form belief about another, price-quality beliefs, partially comparative pricing, e.g. Akai TV, Big Bazaar retail. Consumer confusion: Insufficient/conflicting information, mistaken identity, irrelevant ad slogan/appeal, change in the brands key focus and positioning, e.g. Marie biscuits (Britannia, Parle).
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Beliefs

Examples Bar gaining behaviour Wait for the discount announcement Success of soaps and cosmetics Position in gatal ower quality End , as done by Haier, Lenovo BigBazaar,Subhiksha Limited success of MTR,ITC foods

Companies or Retailers mark up prices before Putting them up on sale. Discounts offered by reputed companies are Genuine reduction in prices.
Celebrities are admired by their followers though They do not use the product they endorse. Lower price generally means inferior quality. Higher priced brands are not superior inquality By the same degree of multiplier. Shopping in a big departmental stores aves money. Packaged ready-to-eat fooditems marketed in India are generally not fresh.

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As part of Advertising Experience: Influence on viewers moods, attitudes, recall, affinity, Examples: Hamara Bajaj Campaign, Amul ButterUtterly, butterly delicious As part of Shopping Experience: Influence of availability, environment/ambience Examples: Maruti service centres, Cafe Coffee Day, Brista coffee As part of Consumption Experience: Influence consumers consumption evaluation Examples: Vanilla Coke, Blue Pepsi, Asian Paints

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Desirable Attributes create positive attitudes

Example: Health drinks
Attitudes are:

a kind of feeling for or against a stimulus; stored in long-term memory; the cognitive knowledge about an object; predicted by beliefs in high involvement purchase situations.

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Utilitarian function: Used to obtain rewards and avoid punishments Ego-defensive function: Self-protection Example: mouthwash Knowledge function: Simplifies decisions Example: Forming of loyalty to certain brands Value-expressive function: Expresses identity to others Example: use of (IIM-C) labelled t-shirts

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Direct formation Corresponds to the decision-making perspective and cognitive learning. Linked to the experiential perspective. Classical conditioning/Associative learning: Positive affect is attached to objectusing a jingle. Mere exposurefrequent exposure to stimulus increases ones desire for it. Environmental forces Example: design of the physical environment, cafes

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Decision-making hierarchies: High involvement: beliefs Low involvement: beliefs

attitudes behaviour

behaviour attitudes

Experiential hierarchy: Affect behaviour

beliefs

Behavioural influence hierarchy: Behaviour beliefs affect

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Changing beliefs: Comparative advertising Example: Sugar Free, Saffola oil (less cholesterol) Changing attribute importance: Identification of new, improved attributes Example: Washing powders, soaps Changing ideal points

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Changing Consumer Attitudes: Changing Beliefs

Firms hope that changing beliefs about products will result in more favourable product attitudes and influence what consumers buy. If beliefs are false, they should be brought into harmony with reality and then stabilized and reinforced. If beliefs are accurate, it may be necessary to change the product. Comparative advertising can hurt beliefs about a competitive brand

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Changing Consumer Attitudes: Changing Attribute Importance

Changing an attributes importance is more difficult than changing a belief. How is a brand perceived relative to ideal performance?

Increasing attribute importance is desirable when the competitors brand is farther from the ideal point than your product.
Firms may add a new attribute which necessitated NPD or product revision.
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Changing Consumer Attitudes: Changing Ideal Points

Altering consumers preferences for what the Ideal product should look like.

It is far more difficult than any other approach in changing consumers, attitudes toward brand and product.

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The best way to capture customer is to adjust with his or her desirable situation and favourable attitudes.

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Post-purchase Action

Attitude
Learning
Perception Attention Exposure

Sequential model of purchase and repurchase behaviour in marketing

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