Page 109 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes Marketers’ ultimate concern is to influence consumers’ behaviour. However, marketers are
generally unable to directly cause consumers to purchase, use, or recommend their products.
Consumers will often listen to sales people, attend to other promotional messages, or examine
product packages and in this manner marketers indirectly influence their behaviour by providing
information, music, or other stimuli that influence belief or feeling about the product or service,
if the three attitude components are indeed consistent with each other.
Box 7.1: Measurements of Attitudinal Components
Brand beliefs

b How likely is it that I will get a highly carbonated soft drink if I buy brand “B”?
1
Very likely .......................................... Very unlikely
b 2 Rate brand “B” by the following attributes.
Highly carbonated .......................................... Not carbonated
b 3 Indicate how well brand “B” is described by the following attributes:
Highly carbonated
Describes accurately .......................................... Does not describe
Attribute evaluation
e How important is buying a highly carbonated soft drink?
1
Very important .......................................... Not important
e Indicate the degree of satisfaction that you would get from the following:
2
Highly carbonated
Very satisfying .......................................... Not satisfying
e Think of your ideal brand of soft drink and rate it on the attributes listed below.
3
Highly carbonated .......................................... Not carbonated
Overall brand evaluations
Attitude Rate brand “B” as follows:
1
I like it very much .......................................... I don’t like it
Attitude Which of the following brands do you prefer most? Which brands do you prefer as
2
second, third, forth and so on?
Key brands of soft drink 1, 2, 3, 4 ...........................................
Attitude Rate brand “B’ as follows:
3
Very favourable .......................................... Very unfavourable
Intention to buy
What is the likelihood that you would buy brand “B” the next time you purchase a soft drink?
Definitely will buy ..........................................
Probably will buy ..........................................
Might buy ..........................................
Probably will not buy ..........................................
Definitely will not buy ..........................................
(Names of key soft drink brands will be listed)
A number of research studies point out that there is only a limited relationship among the three
attitude components (Berger and Mitchell and several others).

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