Lahore Leads University
Department Of Business Administration
Consumer Behavior
SUBMITTED TO: : javaid tariq
SUBMITTED BY: Nadir Masih
ROLL NO: F19-1317
DEPARTMENT: BBA (3ND SEMESTER)
Question 1;
Explain multiattribute attitude model with diagram?
Ans. WHAT ARE ATTITUDES?
1. Researchers tend to assess attitudes by asking questions or making inferences from
behavior.
2. A whole universe of consumer behaviors – consistency of purchases,
recommendations to others, top rankings, beliefs, evaluations, and intentions are
related to attitudes.
3. An attitude is a learned predisposition to behave in a consistently favorable or
unfavorable way with respect to a given object.
The Attitude “Object”
1. Object refers to such things as: product, product category, brand, service,
possessions, product use, causes or issues, people advertisement price, Internet site,
price, medium, or retailer.
a) Attitude “can be conceptualized as a summary evaluation of an object.”
b) In conducting attitude research, we tend to be object specific..
Attitudes Are a Learned Predisposition
1. Attitudes are learned.
a) They are formed as a result of direct experience with the product, information
acquired from others, and exposure to mass media, the Internet, and various forms of
direct marketing.
b) Although attitudes may result in behaviors, they are, however, not synonymous with
behavior.
2. As learned predispositions, attitudes have a motivational quality.
Attitudes Have Consistency
1. Attitudes are relatively consistent with the behavior they reflect.
a) Attitudes are not necessarily permanent; they do change.
b) We should consider situational influences on consumer attitudes and behavior.
Attitudes Occur Within a Situation
1. Consumer attitudes occur within, and are affected by, the situation.
a) By “situation,” we mean events or circumstances that, at a particular time,
influence the relationship between an attitude and a behavior.
b) A specific situation can cause consumers to behave in ways seemingly
inconsistent with their attitudes.
2. Consumers can have a variety of attitudes toward a particular object, each tied to
a specific situation or application.
a) This can cause consumers to behave in ways seemingly inconsistent with their
attitudes.
2. It is important when measuring attitudes that we consider the situation in which
the behavior takes place, or the relationship between attitudes and behavior
could be misinterpreted.
STRUCTURAL MODELS OF ATTITUDES
1. Psychologists have sought to construct models that capture the underlying
dimensions of an attitude..
a) The focus has been on specifying the composition of an attitude to better
explain or predict behavior.
The Affective Component
1. The affective component of an attitude consists of the consumer’s emotions or
feelings.
a) Researchers frequently treat these emotions and feelings as evaluative in
nature.
2. Affect-laden experiences manifest themselves as emotionally charged states
(such as happiness or sadness).
a) These states may enhance positive or negative experiences for the
consumer.
b) Later recollections of such experiences may impact what comes to mind and
how the individual acts
. 3. Recent research suggests that “positive and negative forms of affect operate
differently and that their direct and indirect effects on attitudes are influenced by
brand familiarity.”
3. In addition to using direct or global evaluative measure of an attitude object,
consumer researchers can also use a battery of affective response scales to
construct a picture of consumers’ overall feelings about a product, service, or ad.
The Conative Component
1. Conation, the final component of the tricomponent attitude model, is
concerned with the likelihood or tendency that an individual will undertake a
specific action or behave in a particular way with regard to the attitude object. a)
The conative component may include the actual behavior itself.
2. In marketing and consumer research, the conative component is frequently
treated as an expression of the consumer’s intention to buy. a) Intention-to-buy
scales are used to assess the likelihood of a consumer purchasing a product or
behaving in a certain way.
MultiAttribute Attitude Models
1. Multiattribute attitude models portray consumers’ attitudes with regard to an
attitude object as a function of consumers’ perception and assessment of the key
attributes or beliefs held with regard to the particular attitude object.
2. There are many variations of the attitude model, three to consider are: attitude-
towardobject model, attitude-toward-behavior model, and the theory-of-reasoned-
action model.
3. The attitude-toward-object model is especially suited for measuring attitudes
toward a product category or specific brands.
4. According to the attitude-toward-object model, the consumer’s attitude toward
a product or specific brands of a product is a function of the presence (or
absence) and evaluation of certain product-specific beliefs and/or attributes.
5. Consumers generally have a favorable attitude toward those brands they
believe have an adequate level of attributes that they evaluate as positive, and
they have unfavorable attitudes toward those brands they feel do not have an
adequate level of desired attributes or have too many negative or undesired
attributes.
The Attitude-Toward-Behavior Model
1. The attitude-toward-behavior model is designed to capture the individual’s
attitude toward behaving or acting with respect to an object, rather than the
attitude toward the object itself.
2. The appeal of this model is that it seems to correspond somewhat more
closely to actual behavior than does the attitude-toward-object model.
Theory-of-Reasoned-Action Model
1. The theory-of-reasoned-action represents a comprehensive integration of
attitude components into a structure that is designed to lead to both better
explanation and better predictions of behavior.
2. Like the basic tricomponent attitude model, the theory-of-reasoned-action
model incorporates a cognitive component, an affective component, and a
conative component; however, these are arranged in a pattern different from that
of the tricomponent model.
3. To understand intention we also need to measure the subjective norms that
influence an individual’s intention to act.
a) A subjective norm can be measured directly by assessing a consumer’s
feelings as to what relevant others (family, friends, roommates, co-workers)
would think of the action being contemplated.
b) Consumer researchers can get behind the subjective norm to the underlying
factors that are likely to produce it.
c) They accomplish this by assessing the normative beliefs that the individual
attributes to relevant others, as well as the individual’s motivation to comply with
each of the relevant others.
4. An extension of the TRA model is the theory of planned behavior which
includes an addition factor leading to “intention” – the construct of perceived
behavioral control 196 Pearson Education, Inc. (PBC) – which is a consumer’s
perception of whether the behavior is or is not within his or her control.
Q.02 Briefly explain Tri-component Model with diagram?
Ans. Tri-component Model with diagram
Tri componet
1st Qtr
2nd Qtr
33% 33% 3rd Qtr
4th Qtr
33%
TRI COMPONENT ATTITUDE MODEL
According to this model, Attitude consists of three componenta
1 Affective component
2 Behavioural (Conative) component
a Cognitive component
AFFECTIVE COMPONENT
In marketing terms, it refers to a consumer's feelings about a
product/service offering and the marketing mix.
It is evaluative in nature and would vary as like or dislike,
1avourableness or unlavourableness.
Expressions like happiness, sadness, anger, surprise etc., affects thee
purchase decision making as well as the purchase process.
Such reactions and resultant states also get stored in our memory.
Their recall and recollection nlso impacts future decision making.
BEHAVIOURAL (CONATIVE)
COMPONENT
The first components, knowledge and feeling are not expressive of
attitudes.
Only this component through which attitudes can be
inferred.
The conative component, is indicative of the an individual's tendency
to behave lact or not to act (to buy or not to buy)] in a particular
manner with respect to the attitude object (product/service offering,
brand.
COGNITIVE COMPONENT
Consumer attitudes are formed on the basis of exporiencos ns well
as information received from personal (family, friends, peers etc.).
Impersonal (marketer's sources) sources of information that are
retai ned in one s memory.
COGNITIVE COMPONENT
Consumer attitudes are formed on the basis of experiences as we
as inlormation received trom personal ( 1amily, friends, peers etc-
Impersonal (marketer's sources) sources of information that are
retained in ones memory,
Q. Q4: Discuss any five positioning strategies by which Pakistan
assembled Suzuki Alto 660cc can be effectively positioned in customers’
mind as compare to existing competing imported/Japan assembled
660cc cars in Pakistan.
Ans: The five positioning strategies by which Pakistan assembled Suzuki Alto 660cc can be
positioned in customer’s mind as compare to existing competing imported/Japan assembled
660cc in Pakistan are following.
Different positioning can be:
1. Customer benefits
2. Product characteristics
3. Price quality approach
4. Product user approach
5. Competitors approach
1. Customer benefits:
First of all Suzuki Alto 660cc has to make the customer benefits strategies for effectively
positioned in customer’s mind in Pakistan.
Because customers benefits strategies is most important part of strategies to make the
product effectively.
An effective positioning strategy helps your objective purchasers partner an advantage
with your answer, item or organization that makes them need to purchase. With some
exertion, time and cash, you can guarantee a situation by reliably executing a thought that
has importance to the intended interest group in the entirety of your showcasing
correspondences.
2. Product characteristics.
After customers benefits product characteristics is the second most effectively part of the
strategy.
Positioning should be possible by utilizing item qualities or the client benefits related
with the item. Fundamentally, the situating by item attributes methodology depends on
giving a better item than the clients to have a superior positioning.
The product characteristics might be brief and might be received by the competition.
Effective positioning should be possible with use of product characteristics which is
particularly obvious in innovative items just as consumer durables area.
3. Price quality approach:
The price quality-based positioning strategy is fundamentally charging more for an item,
which is planned to make the dream among buyers that the item is of higher caliber than
the opposition.
It is really a strategy that functions very well.
While picking between different alternatives, your naturally partner the lower valued
choices for less fortunate quality, and the more expensive choices for higher caliber.
4. Product user approach:
A product attribute is a particular element or advantage of the item.This situating
approach features the client (the ideal or agent target customer) and recommends that the
item is the ideal answer for that kind of individual and may even add to their social self-
character.
Positioning in this manner centers around a couple of the item's best highlights/benefits,
comparative with the serious contributions.
This positioning approach features the client and proposes that the item is the ideal
answer for that sort of individual and may even add to their social self-personality.
5. Competitors approach
Competitive positioning is tied in with characterizing how you'll "separate" your
contribution and make an incentive for your market.
It's tied in with cutting out a spot in the serious scene, placing your stake in the ground,
and winning mindshare in the commercial center being known for a specific "something."
Customer product and administrations organizations quite often lead itemized statistical
surveying prior to settling on a choice to enter a market and position themselves.
