Consumer-Behavior-Attitude

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KCCMS The Business School

Report on

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PGCHM – A Submitted by

Sr No 1 2 3 4 5 6 7

Names Viral .M. Jain Abhishek Kothari Ritu Malkani Neeta Motwani Vipul Rawal Kruti .D. Sanghrajka Ankita .S. Sonawane

Roll Nos 22 28 32 39 43 44 49

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Acknowledgement
We take this opportunity to express our deep sense of gratitude to all at KCCMS and, who have been very kind and helpful to us. We lend our sincere and heartfelt acknowledgment towards our mentor Mrs. Ilham Mam for her right kind of guidance and motivation at our work. We greatly appreciate her skillful approach towards the learning process. Our words are never less to thank our beloved parents and friends who encouraged us in every failure we faced. Thanks ….. At last, but not the least, we would like to thank to those whom we may have forgotten to mention, who helped and encouraged us throughout the project, a Heartfelt thanks.

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Contents
1. Attitude Formation………………………………………………………… How Attitude Are Learned………………………………………………. Sources of Influence on Attitude Formation……………………………. Personality Factors…………………………………………………….. 2. Strategies of Attitude Change……………………………………………… Changing the Basic Motivational Functions…………………………. The Utilitarian Function………………………………………. The Ego-Defensive Function………………………………….. The Value-Expressive Function……………………………….. The Knowledge Function……………………………………… Combined Several Function……………………………………. Associating the product with a Special group, Event, or Cause……. Resolving Two Conflicts Attitudes…………………………………… Altering Components of the Multi-Attribute Model………………… Changing the Relative Evaluation of Attributes………………. Changing Brand Beliefs………………………………………… Adding an Attribute…………………………………………….. Changing the Overall Brand Rating…………………………… Changing Beliefs About Competitors’ Brands………………………. The Elaboration Likelihood Model……………………………………….. 3. Behavior Can Proceed or Follow Attitude Formation…………………… Cognitive Dissonance Theory…………………………………………… Attribution Theory……………………………………………………….. Self-Perception Theory…………………………………………… Attributions towards Others……………………………………… Attributions towards Things………………………………………. How We Test Our Attributions……………………………………… 4. References………………………………………………………………………….

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Chapter 1. Attitude Formation
It includes questions like: • How do people, especially young people, form their initial general attitudes toward "things"? • What about where such clothing is purchased? • How do family members and friends, admired celebrities, mass-media advertisements, even cultural memberships, influence the formation of their attitudes concerning consuming or not consuming each of these types of apparel items? • Why do some attitudes seem to persist indefinitely while others change fairly often? Our examination of attitude formation is divided into three areas: how attitudes are learned, the sources of influence on attitude formation, and the impact of personality on attitude formation. 1.1 How Attitudes Are Learned The shift from having no attitude toward a given object to having an attitude is learned. The learning may come from information exposure, consumers’ own cognition (knowledge or belief), or experience. Consumers may form an attitude before or after a purchase. Sources of influence on attitude formation: personal experience, friends and family, direct marketing, or mass media. Personality factors: such as high/low need for cognition (information seeking), and social status consciousness. Learning of Attitudes By formation of attitude, we mean a situation, where there is a shift from having no attitude towards a given object to having some attitude toward it. This shift from no attitude to an attitude or the formation of attitude is a result of learning.

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Attitudes are generally formed through: · Repeated exposure to novel social objects, • • • Classical conditioning, Operant conditioning and Exposure to live and symbolic models. Consumers generally purchase new products that are...
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