Jamlie J.

Tongao

a CONDUCT
form of applied
sociology
that concentrates on
WHY
CONSUMER
RESEARCH?
understanding the preferences, attitudes, and
behaviors of consumers in a market based economy,
Better
consumption
experiences
and it aims
to understand
the effects and
Potential
for building
relationships
comparative
successcustomer
of marketing
campaigns.

focuses more on the data collection and

relationship buildingArthur
andNielsen
strengthening between the
contracted consumer and the company.

METHODOLOGIES

Quantitative
It is descriptive in nature and this method
is used to predict the consumer behavior.
Designs:

Qualitative
Here sample sizes are necessarily small so we cannot
generalized to larger population. They are used to obtain new
ideas for promotional campaigns.
Methods of data collection:

Observational research

depth interview

Experimentation

focus group

Surveys

discussion guides
projective techniques
metaphor analysis
These techniques are regularly used the early stages of attitude
research to pinpoint relevant product related beliefs and to
develop an initial picture of consumer attitude.

Market
Research
Advertising
Research

Product
Research
Pricing
Research

Negative Aspects Of Consumer

Research
1.Tracking Consumer Behaviors In Different Countries.
2.Potentially Higher Marketing Costs.
3.Invasion Of Consumer Privacy.
4.Deceptive Research Practices

Jamlie J. Tongao

BELIEF
is a TO
descriptive
thought
that a person holds
WHY
DO WE NEED
KNOW CONSUMER
BELIEFS?
about something. These beliefs may be based on real
knowledge,
or faith.
They
mayPeople
or may
carry
Beliefs opinion,
reinforce product
and brand
images.
act on not
beliefs.
If
customer
beliefs deter purchases marketers will want to do a
an unfounded
emotional
charge.
campaign to change them. Unfounded consumer beliefs can severely affect the
revenue and even the life of hospitality and travel companies.

Descriptive Beliefs
-are based on direct experience with a
product or what we see with our own
eyes or hear with our own ears
Inferential Beliefs
-beliefs that go beyond the information
given

Informational Beliefs
Superstitious Beliefs
-are based on indirect experience on
what other people tell us

Jamlie J. Tongao

WHAT IS ATTITUDE?
- A learned predisposition to behave in a consistently
favorable or unfavorable manner with respect to a given
object.
attitude object
any target of judgment, including people, places and things,
that have an attitude or opinion associated with it

HOW ARE ATTITUDES FORMED?

attitudes are learned
sources of influence on attitude formation
personality factors

1. TRICOMPONENT ATTITUDE MODEL

Why know it?

STRUCTURAL
MODELS
OF
ATTITUDE

These present different

perspectives on the number of
component parts of an attitude
and how these parts are arranged
or interrelated.

STRUCTURAL MODELS OF ATTITUDE

2.MULTIATTRIBUTE
ATTITUDE MODEL
The Attitude-Toward-Object Model
-attitude models that examine the
composition of consumer attitudes in
terms of selected product attributes or
beliefs

The Attitude-Toward-Behavior Model

Theory-of-reasoned-action Model

STRUCTURAL MODELS OF ATTITUDE

3. The
Trying-to-Consume
Model
-an attitude theory designed to account
for the many cases where the action or
outcome is not certain but instead
reflects the consumers attempt to
consume (or purchase).

STRUCTURAL MODELS OF ATTITUDE

4. Attitude-Towardthe-Ad Model
-a model that proposes that a consumer
forms various feelings(affects) and
judgments(cognitions) as the result of
exposure to an advertisement, which, in
turn, affect the consumers attitude
toward the ad and attitude toward the
brand.

STRATEGIES OF ATTITUDE CHANGE

Changing the Basic Motivational Function
Associating the product with an admired group or event
Resolving two conflicting attitudes
Altering components of the multiattribute model
Changing beliefs about competitors brands

SOURCES:
http://www.slideshare.net/kumaravinash23/chapter-8-consumerattitude-formation-and-change
http://www.slideshare.net/birubiru/consumer-attitude-formationand-change-6916877?qid=4cc8d2dd-1c2c-454f-8f66328aa529a9cb&v=default&b=&from_search=9
http://www.simplypsychology.org/attitudes.html
http://343f11.pbworks.com/w/page/48484436/ABC%20model%20an
d%20hierarchies%20of%20effects
http://www.slideshare.net/anshusweta/ppt-in-cb-on-attitudepresentation
http://www.slideshare.net/birubiru/lecture-16-attitude-formationand-change
http://www.slideshare.net/birubiru/lecture-15-consumer-attitudes

 Utilitarian
Ego-defensive
Value-expressive
Knowledge

 Changing the relative evaluation of attributes

Changing brand beliefs
Adding an attribute
Changing the overall brand rating