ATTITUDE

Attitude determines Altitude.

Presented by:

1. 2. 3. 4. 5.

Himanshu Khemani (59) Malvika Singh (79) Piyush Pagaria (81) Aman Lunia (82) Abhinav Singh (84)

CONTENTS
TOPIC
DEFINITION FUNCTIONS OF ATTITUDE CHARACTERISTICS OF ATTITUDE TRI- COMPONENT ATTITUDE MODEL MULTI-ATTRIBUTE MODEL EXAMPLES OF REINFORCEMENT OF POSITIVE ATTITUDES ATTITUDE CHANGE ATTITUDES & MARKETING STRATEGY CASE STUDY-BIG BAZAAR EVALUATION

SLIDE NO.
3 4 5-6 7 8 9 10-11 12 13 14

DEFINITION
Attitudes are learned predispositions to respond to an
object or class of objects in a consistently favourable or unfavourable way. -Gordon W. Allport

FUNCTIONS OF ATTITUDES
Utilitarian function Value-expressive function Ego-defensive function Knowledge function

CHARACTERSTICS OF ATTITUDE
Attitudes have an object Attitudes are learned Can unlearn Attitudes have behavioural, evaluative and affective components

Predisposition to act
Overall evaluation Positive or negative feelings

 Attitudes have consistency

Attitudes have direction, degree, strength and centrality
Positive or negative Extent of positive or negative feelings Strength of feelings Closeness to core cultural values

Attitudes occur within a situation

TRI-COMPONENT ATTITUDE MODEL

COGNITIVE

AFFECTIVE

CONATVE

MULTI-ATTRIBUTE MODEL
Consumers attitudes about an attitude object is a function of consumers perception and assessment of important attributes or beliefs held about a certain attitude object. The attitude object may be a product, service or issue etc. Example- in case of automobile, more mileage per litre of petrol, reliable performance etc are viewed as favourable beliefs.

EXAMPLES OF REINFORCEMENT OF POSITIVE ATTITUDES

NIKE- JUST DO IT SURF- DAAG ACHE HAIN AMUL- TASTE OF INDIA BAJAJ- HAMARA BAJAJ

ATTITUDE CHANGE
It is possible for human beings to change or unlearn their attitudes as attitudes are learned.

Attitudes can be changed by:

Increasing knowledge, value and utility of products. Example-

Bernol( used as both an antiseptic and to cure burns).

Associating the product with an event or cause. Example- Asian Paints- Durga Puja, ITC cigarettes- Golf

 Adding new beliefs .Example- to make consumers believe that diet coke has nutritive value, Coca-Cola roped in John Abraham who was the fittest star at that time. Changing attribute importance. Example- biscuit brands like Parle-G,Tiger and Horlicks have come up with information that they contain different nutrients that are essential for growth. Altering components of Multi- attribute Model: changing brand beliefs( Surf-removes stains), changing relative evaluation of attributes (Moov - Volini), adding an attribute (Bournvita), changing brand evaluation( Hallmark Cardswhen you care enough to send the very best)

Attitudes and Marketing Strategy

Appeal to motivational functions of attitudes.

Associate product with a special group, cause or event.

Alter components of the attitude Change brand beliefs Add an attribute Change overall brand evaluation

THE SUCCESS STORY OF BIG BAZAAR CASE STUDY

Big Bazaar understood the attitude of customers of its target segment and the process of making purchase decisions .The following are the reasons why it succeeded: Consumers tendency to avail price-off or discount that the big bazaar could manage to offer regularly. The retail chain introduced promotion schemes like swapping old household items for coupons in return .These coupons could be redeemed within a certain period. However consumers ended up buying more than the worth of the coupon. Special days of discount for different categories of products( Saturdays and Sundays for consumer electronics, Wednesdays for edible items etc). Easily accessible locations( most big bazaars are located in and around busy commercial areas and key metro stations in Kolkata and Delhi). Consumers are hard pressed on time so they like to get shopping done quickly, the company assured this through efficient service counters. Bundling goods which go with each other( Shampoo , hairbrush and hair oil together).

EVALUATION
Attitudes are LASTING, but changeable. An attitude is a lasting general evaluation of something It has knowledge of that something, liking or disliking, and the strength of the feelings.

Marketers are ultimately concerned about influencing

consumers behaviour , and attitudes are believed to be the precursors of behaviour.