Page 119 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes

Caselet Changing Consumer Attitude for Market Expansion

ttitude is a state of mind or a feeling; disposition towards a particular product.
Attitudes Beliefs and views of consumers that affect the way consumers behave
Aand purchase. Changing consumer attitude can give high sales to companies. A
case in point is of Johnson & Johnson Baby soap. The marketing campaign positions it as
good to use for both women and kids unlike other soaps targeted at only kids. (Notice the
last line "Mama ko bhi chahiye moisture ka parda").
Dairy milk is traditional example of how chocolates primarily targeted at kids in the
Indian market were targeted on people of all ages. Cadbury's success with Dairy Milk
encouraged it to launch similar campaigns for its Celebration chocolates. It positioned the
chocolates as ideal gifts on all occasions. Special promotion campaigns during festivals
enabled it to snatch market from popular sweet shops. Instead of customary sweets box
during Diwali it became fashionable to gift box of chocolates.
Another option to expand market is broaden the product range to create new needs or tap
into the latent needs of consumers. Consider Dettol- a product associated with hygiene.
Dettol is already into soaps, liquid handwash, shaving cream, body wash and plasters. Its
latest offering Dettol liquid is multi-purpose product. It can clean floor, disinfect bathing
water, disinfect laundry clothes and can be used for first aid and personal care. Considering
its multiple uses, the product is selling very well. The typical Indian consumer does not
feel need to disinfect bathing water and laundry clothes. But with changes in life style,
there is a change in consumer attitude and with correct advertising, the latent needs for
hygiene and cleanliness can be tapped for increasing market. The men's cosmetic market
is another example of how changing consumer can increase sales.

Consumer attitudes define the boundaries of market for the products. Change the attitude
and sales will increase. Today when most companies are stuck up due to lack of new
markets, they can consider this strategy to expand their market.
Source: http://toostep.com/insight/changing-consumer-attitude-for-market-expansion

8.2.2 Katz Functional Theory and Attitude Change

Daniel Katz pointed out four functions performed by attitudes. As already discussed, these
functions include utilitarian function, value-expressive function, ego-defensive function and
knowledge function.
1. Changing Attitudes through Utilitarian Function: One very effective approach to changing
brand attitudes is to show how the product can solve a problem not considered earlier.
Teflon has found multiple uses; M-Seal is used for sealing leakages, however auto repair
shops and garages use it for levelling minor dents and deep scratches (this second utilitarian
function has not been promoted by the manufacturers). Nestle successfully convinced
consumers that Milkmaid is very suitable for preparing desserts and sweets. New uses of
a product are often helpful in inducing favourable change in consumers’ attitudes towards
the brand because they satisfy a set of utilitarian functions.
2. Changing Attitude through the Value-expressive Function: Attitudes reflect our general
values, lifestyles and outlook. It is difficult to change value-expressive function because
these relate to personal values and are very important to people. For example, committed
vegetarian consumers would not use products that contain animal fats. Anchor White

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