Consumer Behavior
1. Using the tricomponent attitude model, compare the differences in attitude of consumers towards Kraft Foods versus their attitude towards Vegemite.
The tricomponent attitude model is made up of Cognitive, Affective and Conative component. The three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario. Here we are studying how the consumers react to Kraft Food and Vegemite.
Cognitive Component
Cognition is basically making decisions going through a thinking process. So this thinking process can occur on the basis of knowledge and perceptions that already existed in the consumers ' minds. The Cognitive Component of attitude is developing a belief based on past experience or perception and whenever the consumers are exposed to attitude object (about which we are to form certain attitude) and those belief will form a typical behavior towards that attitude object.
The consumers can be seen in the case study to be protective over Vegemite as they perceive it to be a national symbolic food with the long history. The brand itself had lasted centuries with its unique salty base as breakfast spread as compared to traditional sweet base spreads. Kraft Foods being the brand owner did not do anything to the brand until the later years where they did a rebranding of the product to suit modern culture and needs. The consumers clearly triggered heavy resentment over the undesired new name as they had perceive "Vegemite" to be worthy of a name to more relevant.
Here Kraft Food suffered a marketing backlash whereas consumers ' support for Vegemite rally strong.
Affective Component
This Component of Attitude formation is all about emotional feelings of a consumer about the particular product or brand. Consumers have certain emotions regarding the attitude objects either favorable or unfavorable; good or bad, it may be regardless of any quality, specification, features, utility or brand name.
Vegemite
The tricomponent attitude model is made up of Cognitive, Affective and Conative component. The three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario. Here we are studying how the consumers react to Kraft Food and Vegemite.
Cognitive Component
Cognition is basically making decisions going through a thinking process. So this thinking process can occur on the basis of knowledge and perceptions that already existed in the consumers ' minds. The Cognitive Component of attitude is developing a belief based on past experience or perception and whenever the consumers are exposed to attitude object (about which we are to form certain attitude) and those belief will form a typical behavior towards that attitude object.
The consumers can be seen in the case study to be protective over Vegemite as they perceive it to be a national symbolic food with the long history. The brand itself had lasted centuries with its unique salty base as breakfast spread as compared to traditional sweet base spreads. Kraft Foods being the brand owner did not do anything to the brand until the later years where they did a rebranding of the product to suit modern culture and needs. The consumers clearly triggered heavy resentment over the undesired new name as they had perceive "Vegemite" to be worthy of a name to more relevant.
Here Kraft Food suffered a marketing backlash whereas consumers ' support for Vegemite rally strong.
Affective Component
This Component of Attitude formation is all about emotional feelings of a consumer about the particular product or brand. Consumers have certain emotions regarding the attitude objects either favorable or unfavorable; good or bad, it may be regardless of any quality, specification, features, utility or brand name.
Vegemite
Bibliography: AAP, 2009, Vegemite Cheesybite replaces iSnack2.0, The Sidney Morning Herald. http://news.smh.com.au/breaking-news-national/vegemite-cheesybite-replaces-isnack20-20091007-gm5u.html Collerton, S Foley, Meraiah. 2009. Vegemite Contest Draws Protests. The New York Times. http://www.nytimes.com/2009/11/03/business/global/03vegemite.html?pagewanted=all Friend, Camille Kraft Foods Australia. 2011. http://www.kraftbrands.com/kraftvegemite/Pages/product-information-cheesybite.aspx Kraft Foods Australia Miller, K E. 2009. Title fight. The Drum Opinion. http://www.abc.net.au/unleashed/26916.html Parameswaran, M.G Schiffman, Leon, David Bednall, Aron O’Cass, Angela Paladino, Steve Ward, and Leslie Kanuk. 2008. Consumer Behavior. 4th ed. Pearson Education Australia Superbrands Australia Tellis, Gerard J, Eden Yin and Simon Bell. 2009. Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities. Journal of International Marketing, American Marketing Association. Vol. 17, No 2, 2009, pp 1-22.