QUESTION 3

• Explain How both positive and

negative consumer attitudes
toward a brand like Blackberry
might develop?
• How might someone’s attitude
toward Blackberry change?
 Characteristics affecting consumer
behavior
Cultural
Social
Personal
Culture Psychological
Reference Age & life
cycle stage Motivation B
groups
Occupation Perception U
Subculture Economic Learning Y
Family
situation Beliefs & E
Lifestyle attitudes
R
Roles &
Social class status Personality &
self concept
 Factors Influencing Consumer
Behavior
Marketing
Individual Mix Interpersonal
Influences Influences
-Perception -Reference Group
Consumer Purchase
-Learning Decision Process -Social Class
-High Involvement -Culture
-Motivation
-Low Involvement
-Values -Subculture
-Personality Situational Influences -Family
-Lifestyle -Physical Surroundings -Social
Surroundings
-Time Constraints -Task Definition
-Antecedent States
 Situational Influence

–Usage throughout organization

–Usage throughout supply chain
–Task definition : jobs need
mobility and connectivity
?
 Interpersonal Influence
• Reference groups : are other people using
it?
• Culture : usage of emails, internet in
society and especially “push emails”
important in influencing attitudes towards
Blackberry.
• Social class: comformity and respect.
 A relatively permanent and homogeneous group of people
having certain intangible characteristics

UPPER Graceful, Individuals Brands, Art Book,

Travel
MIDDLE Respectability, Fashion, Self
Conformity Presentation
WORKING Fun oriented, New Appliance,
Unsophisticated, New and Big,
Focus on possessions Economic

LOWER Neighborhood Status Symbol,

oriented, Immediate readily Available
gratification Pdts
 Personal Influences
• Learning: difficulty in learning new
technology,user friendliness of product
• Values and Beliefs: meaning of
connectivity in life.
 How attitudes toward Blackberry
can change?
• Learning : Conditional, Social and
Cognitive learning .
• Again, use conditional, social and
cognitive learning in all 3 factors of
influence in educating , informing and
marketing messages.
• Give meaning to the product. Promote
added value of staying connected in
business and lives.