Presentation on

Consumer Attitude & Behaviour,

Relationship between Attitude &
Behaviour, Model & Strategy of
Attitude
Consumer Attitude
A person’s feeling and tendencies toward
an object or an idea.
Attitude is the frame of mind and that drive
an individual toward or away from the
objects or ideas, on the basis of liking or
disliking.
For Example : Perceive that vegetarian is
good for health than non-vegetarian.
Attitude is hard to change.
Consumer Behaviour
Consumer behaviour referred to as the study of
when, why, how, where and what people do or do
not buy products.
It studies characteristics of individual consumers
such as demographics and behavioural variables in
an attempt to understand people's wants. It also
tries to assess influences on the consumer from
groups such as family, friends, reference groups,
and society in general.
Stimulus-Response Model of
Buyer Behaviour

Marker Stimuli Buyer’s Response

Product Product choice
Price Buyer Brand Choice
Promotion Characteristics Retail Choice
Place Purchase timing
Buyer Decision Purchase amount
Other Stimuli making process
Economic
Political
Social
Technological
Relationship between Attitude &
Behaviour
Examples:
1. If people see the value of wearing their
seatbelt then they are more likely to
actually wear it.
2. If people think that smoking is bad for
their health then they will quit.
Cont….
The attitude of any customer shapes the
behaviour.
There are four factors that impact the
relationship:-
Behavior (General vs. specific)
Person (Who is being asked)
Situation (When and how are they being
asked?)
Attitude (How was the attitude formed?)
Models of Attitude: Tri-
component attitude model
Cont…
To understand the relationship between the attitude and
behaviour, the model that was developed by the
psychologist is called Tricomponent attitude model.
(a) The cognitive component: The cognitive
component consists of a person’s cognitions, i.e.,
knowledge and perceptions (about an object). This
knowledge and resulting perceptions commonly
take the form of beliefs, images, and long-term
memories.
Cont….
b) The affective component: The affective
component of an attitude comprises of the
consumers emotions or feelings (toward an
object). These emotions or feelings are
frequently treated by consumer researchers as
primarily evaluative in nature; i.e., they capture
an individual’s direct or global assessment of
the attitude-object, which might be positive,
negative, or mixed reaction consisting of our
feelings about an object.
Cont…
c) The conative component: The
conative component is concerned with
the likelihood or tendency of certain
behavior with regard to the attitude object.
2. Multiattribute Attitude
Models

The three models, which are very popular, are: the attitude-
toward-object model, the attitude-toward-behaviour model,
and the theory of- reasoned-action model.
1) Attitude toward object model. The attitude-toward
object model is suitable for measuring attitudes towards a
product or service category or specific brands. This model
says that the consumer’s attitude toward a product or
specific brands of a product is a function of the presence or
absence and evaluation of certain product-specific beliefs or
attributes. For instance, you may like BMWs
Cont….
2) Attitude toward behavior model: This
model is the individual’s attitude toward
the object itself. The crux of the attitude-
towards-behaviour model is that it seems
to correspond somewhat more closely to
actual behaviour than does the attitude-
toward-object model. So taking on from
liking a BMW, we may say you are not
ready to buy/drive one because you believe
that you are too young/old to do so
Cont…
3) Theory of reasoned-action-model:
This model represents a comprehensive
integration of attitude components into a
structure that is designed to lead to both
better explanations and better predictions
of behaviour.
3. Theory of Trying to
Consume

The theory of trying to consume has been designed to

account for the many cases where the action or outcome
is not certain, but instead reflects the consumer’s
attempts to consume or purchase. In such cases there
are often personal impediments and/or environmental
impediments that might prevent the desired action or
outcome from occurring. Here again, the key point is
that in these cases of trying, the outcome is not, and
cannot be assumed to be certain. The focus here is the
“trying” or seeking part, rather than the outcome
(consumption)
4. Attitude-toward-the-ad
models

The gist of this model can be explained by

the following:
1) Normally, if you like an ad, you are more
likely to purchase the advertised brand.
2) For a new product/brand, an ad has a
stronger impact on brand attitude and
purchase intention.
THANK YOU