Page 101 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes brands and store formats. Attitudes play an important part in determining a store's standing
among consumers. In deciding at which store to shop, consumers will typically select the store
that is evaluated most favourably and to which they are predisposed.
As opined by James H Myers and William H. Reynolds, "Attitudes directly affect purchase
decisions and these in turn directly affect attitudes through experience in using the product or
service. In a broad sense, purchase decisions are based solely upon attitudes existing at the time
of purchase, however these attitudes might have been formed."

7.1 Characteristics of Attitude

1. Difficult to measure: Attitudes are reflected in behavior of individuals. Is can be vaguely
termed as how an individual responds to a particular situation. An individual varies in his
behavior and reacts differently in different situations. Attitudes may vary according to
situations and mood of an individual.

Example: Consider an advertisement of Fevicol. If an individual is good mood
he might behave differently on seeing that ad. He might laugh or smile. But if he is not in
a good mood, the ad might add to his bad mood and he might shout at others laughing at
that ad.
Since, attitudes vary according to situations, they are difficult to measure.
2. May create inflexibility and stereotypes: As discussed above, individuals who behave
particular manner under a specific situation can be stereotyped to that particular behavior.
People might expect the same attitude every time in all the situations. Since, individuals
are judged by their first impression, attitude during the first meeting might be taken as
permanent.

Example: Suppose you went to see an action movie with your friend once. He
might assume that you like only action movies.

3. Formed largely from continuous process of socialization: Attitudes are not formed in one
day or so. It is formed gradually, as we interact with more and people or may times with
people in our society. Society consists of different kinds of individuals so we tend to form
varied attitudes. As we meet the same person again an again we tend to form an attitude
which might be specific to him only.
4. It is positive attitude: This has been discussed more off lately. People have varied attitudes.
Some people have a optimistic view towards a particular situation and others might have
a pessimist view. It varies from person to person. Attitudes, positive or negative are
developed by post purchase evaluations. If a consumer is completely satisfied form the
product, he will develop a positive attitude towards that brand and vice versa.
5. Once formed not easy to change: When a person develops a certain attitude towards a
brand or a person, it is very hard to change. If an individual is not satisfied by product of
a particular brand, he will develop a negative attitude towards that brand and he might
not use that brand forever. Attitudes may be affected by age, position or education of an
individual. As a person matures, his attitude towards a particular brand or person can
change.

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