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Customer Behavior     
 
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Consumers' Attitudes And Preference
Posted By: mudoold* on 6/24/2004 9:54 AM (CST) 250 Points
Do consumers' attitudes have an effect on preference for a product or service.What is the relationship between consumers' attitudes and preference.What challenges do marketers have in adressing consumers' attitudes?

Posted by: Jim Deveau/Catalyst* Accepted Answer
6/24/2004 10:30 AM (CST)
Hi mudoold:

My colleagues and I on the KHE are actively trying to increase both the quality and the specificity of QUESTIONS so that we might best supply ANSWERS that help the questioner and provide community learning.

Your question suggests that you are attempting to write an essay for a school project. If this is the case - you should be posting in the Student Questions and you should let us know what YOU think about the issues first so we might guide your approach.

If you are a business professional - may I suggest that the quality of response here is DIRECTLY related to the quality of your question. Please frame your question as a case study - let us know the issues you are facing - and be more specific in what you want to learn.

Either way - on behalf of my colleagues - please provide us with a more thoughtful approach.
 
Posted by: Mohit* Accepted Answer
6/29/2004 5:04 AM (CST)
Hi Mudoold,

There sure is a correlation between the attitude a person possess and the preferences he makes.

Attitude is something which is rooted deep inside a person/customer and is not easily altered.

Attitude does have a lot of influence in the buying decision/habits of a customer.

To illustrate this point, i would like to use the apparel industry.You have so many giants viz. Levi's, Wrangler, Lee, TomyHilfiger etc., each with a solid share in the industry.Now, it is simply because of the difference in the customer's attitude, that they all are able to exist, so successfully in the market.

It has been seen that people with COWBOY, kind of, attitude would never go for Levi's or Lee's. Similarly, people with urbane/cool attitude would never be caught dead in Wrangler's.The point , i am trying to make is that, it is because of the differences in customer's attitudes, that , we have so many different players, each with hi/her own POSITIONING STATEMENT catering to customer belonging to that particular segment.

Attitude influences a customer's preferences, but at the same time, there are factors like PEER PRESSURE and NEW TRENDS etc., which also influence the fianl choice made by a consumer.

The challanges faced by the marketers in understanding the attitude, relate to identifying the real face of the person showing a particular kind of attitude, to be able to convince him/her, that, his product fits nicely in to the attitude possessed by him.

I hope it helps.
If you have any kind of feedback for this response, mail me at my id.




Cheers
 
Posted by: The Consultant ™* Accepted Answer
6/30/2004 3:44 PM (CST)
Hi mudoold,

these links may help;

www.infoworks-chicago.com/newsletter/3.1/attitude.htm

seminars.seyboldreports.com/2002_new_york/ files/presentations/028/kline_pope_barbara.ppt
 
Posted by: sauk1* Accepted Answer
7/6/2004 10:33 AM (CST)
Hi

The questions you have seem (I am guessing a bit) to correlate very much with the writings and research of John Howard. Try to find his work, e.g. Howard, John A., Buyer Behavior in Marketing Strategy, Second edition, Prentice Hall, New Jersey 1994. It has a framework for buying decisions considering branding and attitudes. If you are a student you wouldn't have a problem finding a copy.

Good luck!
 
Posted by: mjslaven* Accepted Answer
7/6/2004 11:31 AM (CST)
I think consumers attitudes are also closely related to personality and lifestyle. many marketers choose to segment markets by behavioural and lifestyle characteristics as it is an effective way to direct promotion at a certain 'type' of consumer. If attitudes did not affect consumers' preferences, then marketers would not segment markets according to this.

Also, i think it depends greatly on the type of product. It might be useful to look up 'involvement' in a textbook by assael or solomon, as this is concerned with what type of products are subject to different sorts of influences eg, the consumers attitude!
 
Posted by: solasalako555* Accepted Answer
7/8/2004 2:49 PM (CST)
methinks there really must be a great deal of influence on preference if one considers that brands like Sprite's "obey your thirst" campaign was flown solely on the attitude thing.

in Nigeria where I live and work, attitude is a major determinant in brand positioning as our lifestyles are highly dependent on how much of the Joneses we can clone: in this case the joneses are the Americans of this world. Most of our successful brands here are attitude brands from cell phone networks to tv stations: even newspapers and magazines.

many of your global brands are also doing quite well here so I guess consumers are the same everywhere basically. I will vote to fly on attitude anyday afterall, we all are striving to have a niche and attitude provides that at no extra cost.

regards
 
Posted by: frank2u* Accepted Answer
7/9/2004 2:49 PM (CST)
Hi,
The first part of your question is rather vague, i.e attitudes could be relative to environment, emotions and a whole lot of none tangibles that could become inborn or unpredictable with time and I believe is a bad forcast tool for prospects/consumers.
However, Marketers breaking through the mind of the consumer helps the sale but does not necessarily mean there'll be a repeat purchase (subsequently loyalty)
The reasons are (depending on service/goods and location/culture, prevailing socio-economic state of affairs.
PRICE
Brand positioning
Demography/culture and custom
<||>
 
Posted by: Val (Moderator)* Moderator Response
7/11/2004 5:03 PM (CST)
Hello all. I am closing this question. This is our standard procedure when the question asker gets busy and falls out of the conversation for a while - or isn't clear about the process for closing.

Thanks, so much, for participating!

Val (Moderator)
 


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