Consumer_Attitude_PPT in consumer behaviour.pptx

Consumer_Attitude_PPT in consumer behaviour

1. Consumer Attitude: Meaning, Nature & Role in Consumer Behavior

2. Consumer Attitude Consumer attitude refers to the overall feeling, evaluation, or mindset that a consumer has toward a product, service, brand, or company. It can be positive, negative, or neutral and it influences whether they decide to buy, reject, or ignore something.

3. Meaning of Consumer Attitude • A consumer’s feeling of favorableness or unfavorableness toward an object • Influences buying decisions → like or dislike • Reflected in actions & behavior • Once formed, difficult to change

4. Components of Consumer Attitude 1. Belief – What a consumer thinks about a product Example: Tea relieves tension vs. Tea is bad for health 2. Feelings – Emotional reactions Example: Feeling uneasy about cheese burst pizza 3. Behavioral Intentions – Plans/actions of consumers Example: Visiting a restaurant because friends go there

5. Nature of Attitude 1. Directed towards an object (product/service, price, ad, store, etc.) 2. Has direction – Positive or Negative Example: Favoring Colgate vs. disliking Pepsodent 3. Learned pre - disposition (from experience, family, ads) 4. Cannot be observed directly → inferred from behavior Example: Buying Nike shoes repeatedly shows positive attitude 5. Not synonymous with behavior (beliefs + feelings + actions) 6. Situation specific – may change depending on offers Example: Choosing Pepsodent over Colgate due to free toothbrush offer

6. Example – Attitude Impacting Consumer Behavior Case: Sarah buying a smartphone • Belief: Apple is stylish, reliable, user-friendly • Feelings: Happy & proud to use Apple products • Behavioral Intention: Chooses iPhone over other brands

7. How Attitude Affects Consumer Behavior 1. Product Choice – Sarah considers iPhone first 2. Brand Loyalty – Keeps buying Apple products 3. Purchase Decision – Willing to pay premium for iPhone 4. Word of Mouth – Recommends iPhone to friends/family 5. Post-Purchase Satisfaction – Positive experience reinforces loyalty

8. Examples • Belief-driven: People believe organic food is healthier → buy organic vegetables • Feeling-driven: A student feels proud wearing Adidas sneakers → keeps buying • Behavioral Intention: A family eats Domino’s pizza every weekend because kids insist

9. Conclusion • Consumer attitudes are: - Learned, directed, and situation-specific - Hard to change but strongly influence buying behavior • They affect product choice, loyalty, and brand reputation