RUPESH-KUMAR(IILM-CMS)(PGDM09-11)

Attitude
Most of marketing research surveys are
designed to measure attitudes.
For example-
 How many potential buyers are aware of a brand name?
 What proportion of voters agree that car buyers should
pay an extra tax on cars that get poor gasoline mileage?
 A food manufacturer is interested in the intention of a
sample of consumers to buy a possible new product
after the concept has been described by them.

RUPESH-KUMAR(IILM-CMS)(PGDM09-11)
 What management really wants to
understand-
 Attitudes are precursor of behavior.(Ex-brand)
 Attitude measure can be used to learn which
feature of new product concept are
acceptable.(Ex-walkman to ipod)
 What alternative are known and considered?
 What problems are encountered with the
products or services that are used?

RUPESH-KUMAR(IILM-CMS)(PGDM09-11)
 What is attitude?
 Attitude is a psychological constructs, way of
conceptualizing the intangible. It can be
measured.
 Your buying decision are
directly effected by
attitude(value & Norms).

RUPESH-KUMAR(IILM-CMS)(PGDM09-11)
 Types of attitude
1) Positive attitude – The person more positive
than negative benefits towards psychological
object is called positive attitude.
2) The person more negative than positive
benefits towards psychological object is
called negative attitude.
Example – IILM-CMS(For both)
(Attitudes are mental status depends upon
individual.)
RUPESH-KUMAR(IILM-CMS)(PGDM09-11)
 Components of Attitude
1) Cognitive or knowledge
Component
2) Affective or Linking Component
3) Intentions or Actions Component

RUPESH-KUMAR(IILM-CMS)(PGDM09-11)
1)Cognitive or knowledge Component

It represents a person’s
a) Information about an object
b) Awareness of the existence of the object
c) Characteristics of the object
Example- Collect knowledge about B-School by
different ways (magazine, friends, internet,
advertisement, etc).

RUPESH-KUMAR(IILM-CMS)(PGDM09-11)
 2)Affective or Linking Component
 The affective attitude component summarised
a persons overall feelings towards an object
situation or a person on a scale like-dislike or
favorable-unfavorable.
 Person choose the object as 1st, 2nd, 3rd choice.
Example-After getting knowledge about B-School
students give rank to these B-Schools according to
their choice.

RUPESH-KUMAR(IILM-CMS)(PGDM09-11)
 3)Intentions or Actions Component

• Intentions or Actions Component refers to a

person’s expectations of future behavior
towards an object.
• It shows future plans.
Example-Why MBA or PGDM?
Why Marketing, HR or Finance?

RUPESH-KUMAR(IILM-CMS)(PGDM09-11)