MEASUREME CONSUMER ATTITUDE

TOWARDS MARKETPLACE

WHAT IS ATTITUDE?
Attitude represents what some one likes or dislikes. Attitude is
lasting general evaluation of something.
It is knowledge of some thing the liking and disliking and the
strength of the feelings. They are lasting but changeable. They help to direct the behavior

What can consumer’s attitude tells us..?? So the attitude of the consumer tells us about
his likings, disliking, their attention or behavior about anything. In the same way he
prefers to go to the places where he get proper satisfaction, that match their attitude, the
place from where he cay buy things that are in his reach. Like high, middle and low
income families will prefer to buy things from the places according to their earnings. But
in reality having a positive attitude doesn’t mean that we will buy the same specific
product. To distinguish between attitude toward object and attitude toward the behavior
of purchase

Type of consumer attitude:

Towards product: different consumer have different attitude toward the product. Like
mobile. Professional persons, students, ladies use different types of mobiles.
Toward company: attitude may measure in the KFC. Mostly low level income people
showing their appearance there very rarely, middle level go their twice in a month, where
the high level income people pay their visit very often in KFC.
Toward product: mobile phones having different types of features like Wi-Fi,
multimedia, camera...
Toward advertisement: on a signboard we can use the different and colorful cues which
affect the consumer behavior towards the product

Marketplace: marketplace is a space actual virtual or metaphorical in which a market

operates. The term is also used in trade-mark law context. E.g. The real world in which
products and services are provided or consume.

How to measure consumer attitude toward the marketplace:

We have to major approaches:
1. tailored interview approach (IRT)
2. classical measurement theory (CMT)
Tailored interview approach:
It is a measurement approach which we used to reduce the cost of the research with
attaining the accuracy

Measuring the negative attitude of consumer by using different scales

1 Interview
2 Questionnaires

In tailored approach the sequence of items depend upon the responses of previously
asked items

Difference between these two approaches

1 Tailored approach

(a) Foundation
IRT (item response theory)
(b) Orientation
Measurement error is at specific attitude level.
Using the same attitude range
(c) Procedure
It is independent and allows comparison of items response as we are tailoring the
items in an interview

2 Traditional approach

(a) Foundation
CMT (classical measurement theory
(b) Orientation
Item total correlation
Attitude range entire
Constant measurement error at all attitude levels
(c) Procedure
It refers all respondent must give answers to all the items