Final Cb Atti

8/8/2019 Final Cb Atti

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CONTENTSCONTENTS

Definition

Need to study

Importance of studying consumers

attitudeMeasuring consumers attitude

Tools for measuring consumers attitude

Marketing implicationsCase study

Conclusions


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DEFINITIONSDEFINITIONS

the strength of the consumers' belief withregard to the company image or brand

positive

negative

Neutral

3 components

cognition (knowledge)

affectivity (emotions and feelings)

conation intention (behaviour).


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NEED TO STUDYNEED TO STUDY

To influence consumer purchasingbehavior.

Creating advertising campaigns.

Predicting brand preferences.


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IMPORTANCE OF STUDYING CONSUMERSIMPORTANCE OF STUDYING CONSUMERSATTITUDEATTITUDE

Improving targeting

Restraining market entry

Advertising and price elasticity

Remain competitive

For positioning and repositioning


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Tools for measuringattitude


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BALANCE THEORYBALANCE THEORY. . .. . .

. . . proposes that people have a. . . proposes that people have a

preference to maintain apreference to maintain a

balanced state among thebalanced state among the

cognitive elements if thesecognitive elements if these

elements are perceived aselements are perceived as

forming a systemforming a system

.basic rule: multiplication of.basic rule: multiplication of

the signs of the relations mustthe signs of the relations must

come out with a positive sign.come out with a positive sign.


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MARKETING APPLICATIONS OFMARKETING APPLICATIONS OFBALANCE THEORYBALANCE THEORY

Basking in reflectedglory: consumers want toshow association with apositively valued attitudeobject.

Example: Consumers: college

football fans Attitude object: winning

college football team

Marketers use celebrityendorsers of products tocreate positiveassociations


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Person

Endorser

Product

++ Unit connection

?? to +

Sentiment

Connection

Sentiment

Connection


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ATTITUDEATTITUDE--TOWARDTOWARD--THETHE--OBJECTOBJECT

MOD

ELMOD

ELIdentifies threemajor factors that

are predictive ofattitudes:

Salient Beliefs

Strength of theBelief

Evaluation

A b eo i ii

n

!!1


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Fishbein Attitude Toward Object

Model: which college will be chosen by

Student Y?

Ao = Sum (Bi x Ei)

A

ttribute Ivy State U Local UEi Bi Bi Bi

High Price -2 9 -18 2 -4 5 -10

Good Job 3 8 24 6 18 3 9

Easy entry -1 1 -3 4 -4 8 -1

Learn a lot 2 9 18 7 14 4 8

21 24 -1

University/College


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THE IDEALTHE IDEAL--POINT MODELPOINT MODEL

A: attitude towards the product

Wi: weight (importance) of attribute i

Ii: ideal performance on attribute i

Xi: belief about actual performance onattribute i

n: number of salient attributes

!

!n

i

iiiXIWA

1


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MARKETING APPLICATIONS OFMARKETING APPLICATIONS OFMULTIMULTI--ATTRIBUTE MODELATTRIBUTE MODEL

Capitalize on relative advantage: convinceconsumers that particular product attributes areimportant in brand choice.

Strengthen perceived product/attribute linkages:if consumers dont associate certain attributeswith the brand, make the relationship stronger.

Add a new attribute: focus on unique positiveattribute that consumer has not considered.

Influence competitors ratings: decrease the

attributes of competitors


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case studycase study


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SOME MANAGERIALSOME MANAGERIAL

IMPLICATIONSIMPLICATIONS

Positioning/differentiation: position brands based upon key

attributes.

Environmental analysis: assess and manipulate environment to

implement behavioral influence approach.

Market research: employ to identify salient attributes and key

benefits, measure attitudes, and predict behavioral intentions


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CONT..CONT..

Marketing mix: identify benefits sought by consumers

and develop products to provide them. Developpromotions to communicate to consumers key attributes,

to influence beliefs, attitudes, and behaviors.

Segmentation: Employ benefit segmentation by

identifying target markets desiring specific product

benefits.


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ConclusionsConclusions


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Questions?Questions?

Documents

Final Cb Atti