Consumer Behavior and Customer Attitude model-Psychology of marketing
When brand images are promoted, attitudes, values and beliefs are considered as the main factors that influence customers' external reseach process. In particular, the customer attitude model which is consistent with consumer behavior theories can be a new perspective as well as an extended thinking to discuss. It is a interesting topic about the psychology of marketing.
To some extent, customer attitude is both an obstacle and an advantage for marketers to build brand associations with target audiences. ABC model involving affective, cognitive and behavior(conative) components is a ggod predictor for consumer behavior. Logically, if the attitude is stronger, it is more likely to affect or even change consumer behavior. It might be a significant step to change purchasing habits of target audience. As Dr. Lars Perner pointed out, an attitude satisfies a personal motive, and at the same time, affects the shopping and buying habits of consumers(Perner, 2010).
Thus, the understanding of customerattitude model has been fully applied into attitude changing strategies.For instance, one way is to change affect, that is the affective attitude of customers. Advertising campaigns usually pair products with a popular or an adorable stimulus. Pairing a car with a pretty young lady arouses audience's interest in cars and the impressions of the young girls in ads can be closely linked with launched products. In addition to that, customers tend to believe that their behavior or conative attitude is rational. Price discounts and coupons are used by marketers to change customers' shopping habits and let them swich brands temporarily. Last but not least, changing belief is the most difficult part, because it is hard to alter consumers' current beliefs. Petroleum industry serves as a good example. Although petroleum industry advertised its positiveness through multi-channnels, audience still hold negative attitudes toward it. In 2008, Apple successfully launched iphone in Indian markets. Indians are budget-orientation people and prefer to purchasing smartphones with cheaper price. Changing their beliefs is not easy. Apple IOS concentrated on operating systems and devices. Apple tried to generate more exciting features of iphone and lower price in order to expand young borner basis in India. The new positioning of Apple tried to persuade local people that it would not be costly to buy Iphone with its innavative technology.
In conclusion, the underlying perception is that customer attitude is consistent with consumer behavior. Attitude changing strategies wich is based on the customer attitude model are effective approaches to promote brand images and launch new products in business market. It is the idea about the psychology of marketing.
Cited Works
1.Perner, L. (2010). Consumer behavior: the psychology of marketing. October 2, 2010, http://www.consumerpsychologist .com/
2. Prasad S.(2016). Attitude of Indian Customer towards Smartphones. March 16, 2016.
Xieyi Xu 1155084062
Hi Xieyi!!
ReplyDeleteThanks for your great sharing and so informative! I agree on your points that marketers should build brand associations to their target audiences. Consumers have certain specific feelings towards some products or brands. Sometimes these feelings are based on certain beliefs and sometimes they are not. Apart from customer attitude, I think customer motivation also very important. Marketers have to understand the motives of their potential customers to enjoy good sales. A buyer has several motives and each change with various elements. There are 2 main factors that motivate customers to buy products or services. They are divided into two categories − external factors and internal factors:
1.The External Factors which means beyond the control of the customers. They can divide into five sectors namely demographic, socio-economic, technology and public policy; culture; sub- culture; reference groups; and marketing.
2.Internal Factors are the personal traits or behaviors which include attitudes, learning, perception, motivation, self image.
3.The Functional Motives is related to the customer needs and include things like time, convenience of shopping online, price, the environment of shopping place, selection of products etc.
4.The Non-Functional Motives related to the culture or social values like the brand of the store or product.
In such cases marketers can readily help their customers by changing their marketing strategy so that the conflict is resolved.
Hope it's help!
Cheers!
Joanne Lo Pui Ching (1004600634)