Understanding Consumer Attitude: Key Characteristics and Influences

 Consumer attitude

Attitude is a relatively permanent organizing of cognitive, perceptual, emotional and motivational process with respect to some aspect of our environment. It is primarily a learned predisposition to respond in a consistently favorable or unfavourable manner with respect to a given object. Thus, an attitude is a way we think, feel and act toward some aspect of our environment such as a product, a brand, an advertising for its e.tc.

Perception is the use of the mind or the senses to comprehend or understanding a person’s surrounding while attitude is the person’s actual feeling or way of thinking about something or someone based on their perceptions. 

1. Consumer attitude may be defined as a feeling of favourableness that an individual has towards an object.
2. Consumer attitude consists of a combination of cognitive information and beliefs, emotions and behavioural intention regarding a consumer product or service. 

Characteristics of Attitude

1. Attitude has an object – It must have a focal point. This could be a physical object, or a service or an action.
2. Attitude has direction, degree & Intensity – An attitude expresses how a person feels towards an object. It expresses
• Direction – The person is either for or against an object.
• Degree – The Extent of like or dislike towards the object.
• Intensity – How strongly a person feels about his conviction.
3. Attitude has Structure – Attitude display a certain amount of organization. This implies that they have internal consistency, are fairly stable have varying degree of salience and are general sable. If a person faces problem with a product he tends in believe that all the products of that brand are prone to cause trouble.
4. Attitude is learned – Learning precedes attitude formation and change; attitude is also derived from both direct and indirect experience in life.

Components of Attitude 

1. Cognitive Components – Attitude primarily consist of a consumer belief about an object. Most of the beliefs held by the consumers are evaluative in nature. More the number of positive about a brand and the greater the positiveness of each positive belief more favorable the overall cognitive component of attitude is likely to be.
2. Affective Component – A consumer feeling or emotional reaction to an object represent the affective component. Consumer reactions to certain object are in context of certain specific situation. A consumer affective reaction to a product may change as the situation changes.
3. Behavioural Component – The behavioural component of an attitude is one’s tendency to respond in a certain manner towards an object or activity. A series of decision to purchase or not to purchase a certain brand or to recommend it or any other brand to friends reflects the behavioural component of an attitude.

How do I Change Consumer Attitudes?

Companies may focus on changing consumer attitudes for a variety of reasons. Dropping sales, increased product or service complaints and new, or renewed, competition in the marketplace can all necessitate a hard look at the reasons behind trends related to consumer perceptions and attitudes. Deciphering the cause of negative perceptions requires appropriate planning and the commitment to make the necessary changes to ensure success.

• Steps 1 - Identify consumer perceptions. In order to develop an action plan for changing consumer attitudes, you need to understand current perceptions of products and services. Evaluate captured feedback, such as customer service contact statistics regarding complaints and concerns.
• Step 2 - Compile data for interpretation. Interpretations derived from statistical data can provide immediate feedback related to possible product or service defects. Evaluate survey responses for information related to consumer views and perceptions of the business's products or services. Focus on repeated or habitual problems experienced by customers.
• Step 3 - Create a plan of action. Once you have identified consumer perceptions, develop a plan to improve areas where consumer perceptions reflect a negative attitude toward the company, product or service. This can include improved employee training to handle concerns and help cultivate customer loyalty. Involve product development on needed product improvements.
• Step 4 - Share vital information with affected employees. Educate the appropriate personnel on the goals of any new campaigns and promotions. Ensure customer service representatives understand the impact of creating a positive customer environment. Changing consumer attitudes is essential to ensuring future loyalty and creating a secure job environment.
• Step 5 -Measure success. Use customer service metrics as one way to measure success. This can include keeping track of incident reports, positive feedback and complaints. Signs of a shift in consumer attitudes include reduced complaints and increased sales.

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