Description
Describies about consumer beliefs like brand distinctiveness, consumer confusion, consumer feelings and consumer attitudes .
Ramanuj Majumdar
Building Blocks of Consumer Behaviour…
Consumer Beliefs Consumer Attitudes Consumer Feelings Consumer Intentions Consumer Behaviour
Consumer Beliefs and Attributes
? 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 person’s assessment of the significance of an attribute ? Influenced by amount of attention directed to the feature ? A person’s self-concept, advertising, and the salience of the attribute
can influence the attention focused on the feature.
Consumer Beliefs
? Brand Distinctiveness: Consumer Perception of a brand and
company’s marketing effort leads to develop certain Personality of each brand e.g. Tanishq
? 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, Big Bazaar
? Consumer Confusion: Insufficient/ conflicting information,
mistaken identity, Irrelevant ad slogan/ appeal, change in the brand’s key focus and positioning. e.g. Marie Biscuits
Consumer Beliefs
Beliefs Companies or Retailers mark up prices before putting them up on sale Festival time Discounts 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 may not be superior in quality by same degree of multiplier. Shopping in a big Departmental store is a way to save money. Packaged ready to eat Food marketed in India are generally not fresh. Examples Bargaining Behaviour Wait for Festival Promotion Package Success of soaps & cosmetics Positioning at a lower quality end , as done by Haier, Lenova Big Bazaar, Subhiksha
Limited success of MTR, ITC foods
Consumer Feelings
? As part of “Advertising Experience”: Influence on viewers’ moods,
attitudes, recall, affinity e.g. “Hamara Bajaj”, Amul Butter
? As part of “Shopping Experience”: Influence of availability,
“environment/ ambience” e.g. Maruti Service Centres, cafés
? As part of “Consumption Experience”: Influence consumers’
consumption evaluation. e.g. Vanilla Coke, Blue Pepsi, Asian Paints.
Consumer Attitudes
“Desirable attributes create positive attitudes”
e.g. Health drinks
? Attitude are a kind of feeling for or against a stimulus ? Attitudes are stored in long-term memory ? Attitudes are the cognitive knowledge about an object ? In high involvement purchase situations, beliefs predict
attitudes
Functions of Attitudes
Daniel Katz’s Attitude Functions ? Utilitarian Function: Used to obtain rewards and avoid punishments ? Ego-Defensive Function: Self-protection e.g., mouthwash ? Knowledge Function: Simplifies decisions e.g. Form certain brand loyalty ? Value-Expressive Function: Expresses identity to others e.g. use of (IIMC) labeled t-shirts
Formation of Beliefs, Attitudes and Behaviour
? 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 object – using a jingle Mere exposure-frequent exposure to stimulus increases liking for it environmental forces- e.g. design of the physical environment, cafes
Formation of Beliefs, Attitudes and Behaviour
? Decision making hierarchies:
? High involvement: beliefs ? Low involvement: beliefs
attitudes behavior
behavior attitudes
? Experiential hierarchy:
? Affect
behavior
beliefs
? Behavioral influence hierarchy:
? Behavior
beliefs
affect
Change in Consumer Attitudes
? Changing beliefs: Comparative advertising
e.g. Sugar Free, Cholesterol free oil
? Changing attribute importance: identification of new,
improved attributes e.g. Washing powders, soaps
? Changing ideal points
Thank You
doc_199596839.pptx
Describies about consumer beliefs like brand distinctiveness, consumer confusion, consumer feelings and consumer attitudes .
Ramanuj Majumdar
Building Blocks of Consumer Behaviour…
Consumer Beliefs Consumer Attitudes Consumer Feelings Consumer Intentions Consumer Behaviour
Consumer Beliefs and Attributes
? 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 person’s assessment of the significance of an attribute ? Influenced by amount of attention directed to the feature ? A person’s self-concept, advertising, and the salience of the attribute
can influence the attention focused on the feature.
Consumer Beliefs
? Brand Distinctiveness: Consumer Perception of a brand and
company’s marketing effort leads to develop certain Personality of each brand e.g. Tanishq
? 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, Big Bazaar
? Consumer Confusion: Insufficient/ conflicting information,
mistaken identity, Irrelevant ad slogan/ appeal, change in the brand’s key focus and positioning. e.g. Marie Biscuits
Consumer Beliefs
Beliefs Companies or Retailers mark up prices before putting them up on sale Festival time Discounts 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 may not be superior in quality by same degree of multiplier. Shopping in a big Departmental store is a way to save money. Packaged ready to eat Food marketed in India are generally not fresh. Examples Bargaining Behaviour Wait for Festival Promotion Package Success of soaps & cosmetics Positioning at a lower quality end , as done by Haier, Lenova Big Bazaar, Subhiksha
Limited success of MTR, ITC foods
Consumer Feelings
? As part of “Advertising Experience”: Influence on viewers’ moods,
attitudes, recall, affinity e.g. “Hamara Bajaj”, Amul Butter
? As part of “Shopping Experience”: Influence of availability,
“environment/ ambience” e.g. Maruti Service Centres, cafés
? As part of “Consumption Experience”: Influence consumers’
consumption evaluation. e.g. Vanilla Coke, Blue Pepsi, Asian Paints.
Consumer Attitudes
“Desirable attributes create positive attitudes”
e.g. Health drinks
? Attitude are a kind of feeling for or against a stimulus ? Attitudes are stored in long-term memory ? Attitudes are the cognitive knowledge about an object ? In high involvement purchase situations, beliefs predict
attitudes
Functions of Attitudes
Daniel Katz’s Attitude Functions ? Utilitarian Function: Used to obtain rewards and avoid punishments ? Ego-Defensive Function: Self-protection e.g., mouthwash ? Knowledge Function: Simplifies decisions e.g. Form certain brand loyalty ? Value-Expressive Function: Expresses identity to others e.g. use of (IIMC) labeled t-shirts
Formation of Beliefs, Attitudes and Behaviour
? 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 object – using a jingle Mere exposure-frequent exposure to stimulus increases liking for it environmental forces- e.g. design of the physical environment, cafes
Formation of Beliefs, Attitudes and Behaviour
? Decision making hierarchies:
? High involvement: beliefs ? Low involvement: beliefs
attitudes behavior
behavior attitudes
? Experiential hierarchy:
? Affect
behavior
beliefs
? Behavioral influence hierarchy:
? Behavior
beliefs
affect
Change in Consumer Attitudes
? Changing beliefs: Comparative advertising
e.g. Sugar Free, Cholesterol free oil
? Changing attribute importance: identification of new,
improved attributes e.g. Washing powders, soaps
? Changing ideal points
Thank You
doc_199596839.pptx