Consumer Behavior

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On the basis of the theory of reasoned action (presented in chapter 8 of the recommended text) how would you explain the positive attitude formation towards men’s skin care products or services in the Malaysia market?

Let’s first start by explained the terminologies:
Attitude - a learned predisposition to behave in a consistently favourable or unfavourable manner with respect to a given object.

Theory of reasoned action: Includes cognitive, affective and cognitive components. In this model, we also need to understand subjective norms or how a consumer is influenced by others. A consumer has beliefs about what other people think they should do, and also have differing levels of how likely they will follow those beliefs, also known as their motivation to comply with the referents.

So the positive attitude towards men’s skin care products or services in the Malaysia market is mainly influenced by the consumer’s beliefs about the products and services, what has been said about the product by other consumers matters much to other consumers for example one man will buy the skin care products and use them then after using them he will go and tell other men about these good skin care products he uses and by that he is selling the products, he is marketing the products to other men. The advertisements have a lot to play in so far as capturing the hearts of men about a particular product. The positive attitude that could be drawn about a product comes from mainly from the advertisement, and it has to be that the product does perform good just like the advertisement said.

Compared with traditional mass media, what are the advantages and unique features of new media with respect to marketing purposes? Traditional mass media are: - newspapers, television, and radio and new media are: - internet, mobile devices, interactive kiosks, and interactive TV.

Compared to traditional mass media, new media is much more advanced and...
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