Attitudes Consumer Behavior
Consumer Behavior Assignment 1 |
Attitudes
As consumers, each of us has a vast number of attitudes toward products, services, advertisements, direct mail, the Internet, and retail stores. Whenever we are asked whether we like or dislike a product, a service, a particular retailer, a specific direct marketer, or an advertising theme, we are being asked to express our attitudes.
Within the context of consumer behavior, an appreciation of prevailing attitudes has considerable strategic merit. For instance, there has been very rapid growth in the sales of natural ingredient bath, body, and cosmetic products throughout the world. This trend seem linked to the currently popular attitude that things “natural” are good and things “synthetic” are bad. Yet, n reality, the positive attitude favoring things natural is not based on any systematic evidence that natural cosmetic products are any safer or better for consumers.
To get at the heart of what is driving consumer’ behavior, attitude research has been used to study a wide range of strategic marketing questions. For example, attitude research is frequently undertaken to determine whether consumers will accept a proposed new-product idea, to gauge why a firm’s target audience has not reacted more favorably to its new promotional theme, or to learn how target customers are lily to react to a proposed change in the firm’s packaging design. To illustrate, major athletic shoe marketers such as Nike or Reebok frequently conduct research among target consumers of the different types of athletic footwear products that they market. They seek attitudes of target consumers with respect to size, fit, comfort, and fashion elements of their footwear, as well as test reactions to potential new designs or functional features. They also regularly gauge reactions to their latest advertising and other marketing messages designed to form and change consumer attitudes. All these marketing activities are related to the important task
Attitudes
As consumers, each of us has a vast number of attitudes toward products, services, advertisements, direct mail, the Internet, and retail stores. Whenever we are asked whether we like or dislike a product, a service, a particular retailer, a specific direct marketer, or an advertising theme, we are being asked to express our attitudes.
Within the context of consumer behavior, an appreciation of prevailing attitudes has considerable strategic merit. For instance, there has been very rapid growth in the sales of natural ingredient bath, body, and cosmetic products throughout the world. This trend seem linked to the currently popular attitude that things “natural” are good and things “synthetic” are bad. Yet, n reality, the positive attitude favoring things natural is not based on any systematic evidence that natural cosmetic products are any safer or better for consumers.
To get at the heart of what is driving consumer’ behavior, attitude research has been used to study a wide range of strategic marketing questions. For example, attitude research is frequently undertaken to determine whether consumers will accept a proposed new-product idea, to gauge why a firm’s target audience has not reacted more favorably to its new promotional theme, or to learn how target customers are lily to react to a proposed change in the firm’s packaging design. To illustrate, major athletic shoe marketers such as Nike or Reebok frequently conduct research among target consumers of the different types of athletic footwear products that they market. They seek attitudes of target consumers with respect to size, fit, comfort, and fashion elements of their footwear, as well as test reactions to potential new designs or functional features. They also regularly gauge reactions to their latest advertising and other marketing messages designed to form and change consumer attitudes. All these marketing activities are related to the important task