Consumer Attitude Development and Change - Literature review Example

Name Student Number Name of the Unit Name of the Unit Coordinator Table of Contents Table of Contents 2 Executive Summary 3 Introduction 5 Personality and Self-Concept 7 Consumer Perception 10 Consumer Learning and Involvement 12 Consumer Attitude Development and Change 14 Conclusion 16 References 18 Executive Summary Consumer behavior incorporates numerous factors that influence the consumer in acquiring a product. Needs and motivation are the components that drive an individual into acquiring a product or service. For example, when an individual is sick, the individual visits a health institution to receive the services. Therefore, the need is medication while when an individual is hungry and needs food, the individuals visit a hotel. Therefore, the food and medical requirements are the needs and the motivators. The personality and self-concept of an individual towards a product and application of the product determines whether an individual acquires a product. The use of the product, both individual and in a group setting are some of the factors that shape the decision-making process. For example, an individual purchases a Nike product because it is associated with ruggedness. The personality of the individual also changes based on what is happening in their respective lives. For example, a new family member means the personality is changed to integrate the new individual. The perception of a consumer based on price, packaging, use and promotion determines whether to purchase a product or change to another brand. Marketers engage the consumers through stating the benefits of the product relative to competitive products in the market. The information should be real since misinformation would affect future decisions. Furthermore, the quality of the product should be as stated, and if there are add-on such as warranties, the information easily assists in consumer decision making in acquiring the product. Consumers frequently seek for information regarding a product and use the information in deciding the product to acquire. The learning process can be receiving information from friends or relatives and their views regarding a product. The learning and involvement method also involves the views and nature of the product to be acquired. The more expensive the product, the higher involvement the consumer will undertake. Hence, involvement is the determination of risk or lack of risk in acquiring a product. The attitude of a consumer is usually fixed, and it is difficult to change. Attitude incorporates feelings, beliefs, behaviors and intentions towards a product or service. The attitude of consumers is easily changed based on the marketing strategy and availability of information. Introduction Marketers need to understand the consumer making decisions so that the marketers can engage easily the consumers and encourage them to purchase the product and services. Numerous components inform when it comes to decision-making from the perspective of the consumers. To arrive at a decision to purchase a product, numerous forces come into play. Some of the components include needs and motivation, personality and self-concept, consumer perception, consumer learning and involvement, and consumer attitude development and change. The paper discusses these different components in informing in consumer behaviour. Needs and Motivation Consumer motivation can be defined as the drive to satisfy wants and needs both psychological and physiological through acquiring and using services and products (Quester et al., 2007). Some of the motives may be simple such as the need for water and food for survival while others can be complex such as the need for desire or love. Needs are the things that are important for the survival of humans and marketers use the information on needs in engaging the consumers (Solomon, Russell-Bennett & Previte, 2012). For example, food is important and consumers capitalize on this requirement to ensure the consumers purchase the food (Watson & Spence, 2007). Motivation and needs complement each other in advancing the requirements of the consumers. The motivation process is based on five stages, which are the behavior, goal, want, need and drive. Marketers have recognized that needs and motivations are compelling and impelling force that is associated with the behaviors, which occurs in the marketplace. Consumer behavior can be seen as a method in which the needs of consumers are satisfied (Solomon, Russell-Bennett & Previte, 2012). The process begins with the latent need such as the need for food: hunger. When an individual recognizes the need, the consumer feels the drive to addresses the problem (Fraj & Martinez, 2007). The consumer releases that he is hungry and start thinking of alternative food options (Quester et al., 2007). Therefore, the need translates into another component of desire or want and the consumer is craving for a pizza. The desire also introduces another component in which the customer starts thinking of the location he can purchase the pizza (Young et al., 2010). The customer then starts seeking information in determining the nearest and alternative pizza outs. The customer reviews the numerous alternatives and decides on Pizza Hut. The goal of the entire motivation and need is achieved through satisfying the original need and behavior of hunger through reduction of tension such as ordering a large pizza to address the hunger (Fraj & Martinez, 2007). Motivation also determines the extent in which a consumer is ready to acquire a component (Solomon, Russell-Bennett & Previte, 2012). For example, Maslow Hierarchy Theory presents a motivation model that aims to understand the needs and requirements of consumers and reasons associated with the process (Faiers, Cook & Neame, 2007). The needs are physiological such as food; safety such as shelter, love and belonging such as affection; esteem such as self-respect and self-actualization such as ambitions and dreams. Personality and Self-Concept Personality incorporates mental, emotional, temperamental, attributes-behavioral and characteristics that reflect and determine how an individual responds to their respective environments (Young et al., 2010). Some of the common aspects that influences personality include consistent aspect (characteristic style), the dynamic aspect (response to new situations), the internal aspect (a combination of attitudes and values), and the external aspect (how an individual relates to other people). Personality is unique to an individual; it is enduring and consistent and sometimes personality changes because of forces whether internal or external forces (Faiers, Cook & Neame, 2007). Personality guides an individual to determine the product or service that applies to specific situations (Solomon, Russell-Bennett & Previte, 2012). For example, Nike is a clothing and shoe producer and markets the products as ruggedness in which consumers are able to use in enduring environments such as sporting activities (Quester et al., 2007). A consumer whose personality is of ruggedness is better placed to acquire the product to fulfill their integral requirement of “ruggedness” (Szmigin, Carrigan & McEachern, 2009). Another personality may be seeking high class, the individual will tend to acquire products and services that have a higher status, and the product is also associated with high-class (Sammer & Wüstenhagen, 2006). For example, the individual will acquire expensive clothes and drive expensive cars to fulfill their personality characteristics. Furthermore, the personality of a consumer changes based on situations and environments (Young et al., 2010). For example, as the income position of an individual improves, the individual will tend to acquire products and services at their respective income levels (Bruwer, Saliba & Miller, 2011). For instance, if a consumer was driving a low-value Toyota saloon car initially, the consumer will either acquire an expensive Toyota car or decide to change brand into another expensive model. Hence, numerous components influence the personality of an individual and dictate the consumer behavior (Quester et al., 2007). Self-concept is the beliefs an individual holds about their attributes and how the individuals evaluate these qualities. Self-concept is commonly divided into two segments of the outer self and the inner self. The inner self is not show to external persons while the outer self is shown to friends and other people within a social setting (Solomon, Russell-Bennett & Previte, 2012). Most advertisers use the inner self in creating advertisements in which it shows an individual can accomplish something superior if the individual uses certain product or service (Faiers, Cook & Neame, 2007). The same advertisers can use the external self to illustrate or create the illusion of an important component towards the fulfillment of the individual requirement. For example, Nike has used numerous celebrities such as Lance Armstrong Nike Commercial, Tiger Woods and Michael Jordan in showing the significance and impact of wearing the Nike products in advancing their sporting capabilities (Grant, Clarke & Kyriazis, 2007). It means that if an individual uses the products, the individual is placed in a strategic position to accomplish a given requirement (Young et al., 2010). The individual associated with the product and cultivates the inner urge to succeed. The outer self-dictates what is appropriate and how the individual wants to be viewed by the society or how the individual can accomplish the requirements of the society (Solomon, Russell-Bennett & Previte, 2012). For example, an individual may decide to acquire a house and furniture. It shows the individual is a family man and requires these products to succeed or to take care of the family. The requirements and their own expectations contribute to the decision making (Faiers, Cook & Neame, 2007). It is the expectations of every society to provide accommodation and supporting requirements for a family, and this can be achieved by providing the resources such as furniture. Therefore, the self-concept plays an important role in determining the consumer decision in choosing the right product based on environment and other factors (Quester et al., 2007). Personality and self-concept reviews the attitudes, values and expectations of individual regarding making decisions in acquiring a given product or service (Young et al., 2010). The situation and expectations of individuals guide the decision and reviews both cultural and societal expectations before arriving at a conclusion. Consumer Perception Consumers can review a product and service along different levels (Solomon, Russell-Bennett & Previte, 2012). The basic characteristics of a product contribute towards the decisions that the consumers will make in acquiring the product (Faiers, Cook & Neame, 2007). Some of the components associated with consumer perception include tangible and less tangible components such as paying options. A single component does not motivate a consumer to acquire a product but a group of motivators (Szmigin, Carrigan & McEachern, 2009). Marketers have to understand the expectation and requirements of consumers before defining a strategy regarding the product and how the consumers can be engaged to influence their decision-making process (Zepeda & Deal, 2009). Consumers frequently seek information regarding a given product before making the decisions. For example, the intangible components are frequently determined (Solomon, Russell-Bennett & Previte, 2012). For instances in the automobile industry, warranties and training on some of the products sways the consumers in making a decision (Faiers, Cook & Neame, 2007). Instant and responsive team in providing warranties and guarantee on products acquired engages the consumers in acquiring the product because the consumers perceive the product is of high quality because warranties and guarantees are easily provided and available (Young et al., 2010). The warranty is also a common component in arriving at decisions in acquiring equipment used in the house. For example, fridges are bulky products and it is difficult to transport to the store and if a company decides that it provides home services within minimal costs or even free of charge, the consumer decision would easily be swayed in acquiring the product (Szmigin, Carrigan & McEachern, 2009). Therefore, the add-on when it comes to products sways the consumer behavior (Faiers, Cook & Neame, 2007). Price perception is also another component that influences consumer perception (Szmigin, Carrigan & McEachern, 2009). Many stores across the world such as Wal-Mart market themselves as offering cheaper prices compared to other stores. The strategy is aimed to appeal to the consumers to make decisions. Nowadays, it is easier to search online and can update information on the product price (Young et al., 2010). Price perception usually influences the decisions that consumers make and on whether the consumer makes repeated purchase. Price perception is based on the quality of the product and price relative to competitive products in the market (Quester et al., 2007). The income level of consumers dictates the amounts that they are ready to spend and for a person seeking a discounted purchase, the price influences most of their decisions. For example, if a soap product is on high quality and cheap in cost, the consumer will likely acquire the product rather than acquiring the product with the same quality but the packaging is different. Pricing perceptions to other consumers dissuade them not to acquire a product. For example, consumers with high disposal income thinks that cheaper products are of poor quality and tend to acquire products that are expensive (Solomon, Russell-Bennett & Previte, 2012). Therefore, consumer perception plays an integral role in making decisions regarding acquiring a product. Consumer perception comes in different forms such as pricing and quality; these two components determines on consumers arrive at making decisions regarding a product (Solomon, Russell-Bennett & Previte, 2012). Consumer behavior cannot operate other components that contribute to the consumer decision-making process. For example, the price of a product such as a Nike shoe is comparatively higher compared to other sports shoes but the consumer may decide to acquire the expensive Nike product even though the consumer has minimal disposal income (Young et al., 2010). It can be attributed to the quality of the product or the end use of the product (Faiers, Cook & Neame, 2007). Consumer Learning and Involvement Consumer learning is the method in which individuals acquire knowledge that allows purchase and consumption of the products and also defines the experiences borrowed in making future decisions (Szmigin, Carrigan & McEachern, 2009). The learning process is either intentional or incidental and what contributes to the understanding include reinforcement, response, cues and motivation (Solomon, Russell-Bennett & Previte, 2012). To understand the behavior of consumers, the behavioral and cognitive theory plays an important role. The consumers usually seek for information regarding a product and determine whether the product fulfills their requirements (Quester et al., 2007). For example, a consumer searches for information regarding an expensive car. Some of the information, the consumer may look include fuel consumption, the capacity of the engine, use of the car, mechanical related issues, warranties and comparison to other similar models even though from other manufacturers. The consumer then acquires the car and starts using the car. It brings into consideration that first-hand experience in determining whether the information gathered reflects the actual nature of the car (Solomon, Russell-Bennett & Previte, 2012). For example, if the car consumes 10 liters of fuel per kilometer, is this data similar to the information available on their brochures? Are the servicing promises actually fulfilled or was the company making a false promise? Does the car meet the initially specified requirements? These are examples of questions that the consumer will decide to answer and whether they are met. If the customer were satisfied based on available information and actual use of the car; the information and experience gathered would shape the future decisions of the consumer (Young et al., 2010). Consumer involvement is the extent of importance or degree of information processing that an individual attaches to a service or product. The involvement of a consumer influences the consumer behavior process. The involvement of consumers can be viewed from levels, and the levels are based on the importance and interest of the product to the consumer (Solomon, Russell-Bennett & Previte, 2012). It factors into consideration the economic, social and personal measures on the product that the consumers wants to acquire. For example, if a consumer feels drawn to the product, researches and seeks out is an example of involvement. Involvement is divided into two levels: low and high involvement (Quester et al., 2007). The high involvement is when the consumer seeks for information when it comes to higher priced products such as luxury products (Young et al., 2010). The consumer will do extensive research to eliminate or reduce chances of risk. For instance, a consumer may decide to acquire an expensive car and since the car reduces huge sums of money, the consumer will decide to do extensive research to understand the product (Faiers, Cook & Neame, 2007). The component of high involvement is associated with product loyalty since it is based on earlier experience. For example, if a consumer liked a Range Rover and after acquiring the Range Rover, and using the car, the customer may appreciate and most probable, the next car the consumer will acquire will be a brand from Range Rover. Hence, high involvement creates brand loyalty and extensive search of information (Faiers, Cook & Neame, 2007). On the other hand, low involvement means that there is little risk. Examples of products associated with low involvement include snack foods, bar soap, and toothpaste (Zarantonello & Schmitt, 2010). Consumers do not put a lot of information in low involvement products since they know it is a necessity, and it is less risky behavior. Therefore, consumer learning and involvement creates a background in which consumers employ in determining the right product and service (Solomon, Russell-Bennett & Previte, 2012). Consumers normally seek for information regarding a product and availability of the actual information and whether the information reflects actual use of the care influences future decisions if the consumers. If the information researched and use of the car complements each other, brand loyalty can easily be created because the consumer is satisfied (Fraj & Martinez, 2007). Hence, availability of accurate information informs on the direction and appreciation of the consumer, and it usually shapes the consumer behavior in future transactions (Szmigin, Carrigan & McEachern, 2009). Consumer Attitude Development and Change Consumer attitudes incorporate three elements that are affective information, cognitive information and information based on past consumer experiences and behaviors that usually shapes the future (Young et al., 2010). Consumer attitudes consist of behaviors, feelings, beliefs, thoughts or intentions towards a product or service (Faiers, Cook & Neame, 2007). For instance, a consumer can have a positive view regarding a given car based on the aspect that attracts the consumer to the car, and then the consumer intends to acquire the car. Consumer attitude is developed after some time and information that is available usually shapes the behavior of the consumer (Fraj & Martinez, 2007). The origin of the information is diverse and can come from either competitors or even friends regarding a product or service (Solomon, Russell-Bennett & Previte, 2012). For example, negative reviews online or utilization of social media to advertise a product without clear internet based policies may result in soiling of the reputation of the company. An individual can generate an imaginary account and start spreading negative information regarding a brand and when a consumer read the information, the consumer may not decide to acquire the product (Quester et al., 2007). For instance, messages and information online may say that a soap product is of poor quality and causes side effect. If a consumer accesses the information, the consumer may believe the information and the assumption will stay in the memory of the consumer for a longer time (Fraj & Martinez, 2007). Therefore, the attitude towards the brand will be affected, and the solution is for the brand to engage the customers and refute the claims or control the issue (Faiers, Cook & Neame, 2007). It is usually difficult to change the consumer attitudes (Young et al., 2010). Attitudes stay in the memory of a consumer for a longer time and can influence other consumers. Influencing is based on those situations in which one member of the society plays an important role in making decisions about acquisition (Quester et al., 2007). One of the strategies that can be used to change consumer attitude is through illustrating a benefit exists if the consumer acquires a product (Dennis et al., 2009). For example, those companies that produce electric cars can inform the consumers on the benefits of the car such as saving on fuel. Accessing the information, the consumer may acquire the car because of economic reasons while not knowing that he contributes to the sustainability of the environment (Fraj & Martinez, 2007). In addition, consumer attitudes are based on seasons and environmental expectations (Demangeot & Broderick, 2007). Consumer attitudes may be changed because of the changes in the life of consumer such as marrying or giving birth. The attitude of the consumer will change depending on the new family requirements. The attitude will focus on providing requirements to the family, and it is an easier method, which is used to change the attitude of the consumer (Solomon, Russell-Bennett & Previte, 2012). Consumers usually appreciate a family setting and the decisions made are premised on the setting (Gössling et al., 2012). It is a behavioral component since without purchasing the products required by the family, the family would suffer. In the same way in which an individual may dislike a restaurant but when he realizes his friends visits the place, the individual will be forced to visit the restaurant. Hence, the friends pull the individual towards the restaurant (Quester et al., 2007). Conclusion Different components inform in the decision-making process of consumers. The needs and motives of consumers play an important role in determining whether an individual purchases a given product. For example, the consumer will purchase the most basic things based on income, and when the income improves, the consumer continues to acquire more products based on social status. The personality and self-concept of an individual determine consumer behavior based on fulfilling an important component. For example, a newly married person will make decisions in groups rather than making decisions on an individual basis. The personality of an individual also determines the type of product or service to purchase. A personality with a high social class tends to acquire expensive products to complement the status. In addition, consumer perception dictates whether an individual can acquire a product or not. The perception may be based on packaging, the price, and other factors, which are associated with marketing strategies and mixes. Consumer learning and involvement is based on access to information regarding a product. The easiness in accessing and assessing the information informs on the nature of decisions made. For example, if the product is luxurious and expensive, the consumer takes a longer time in making decisions because it is a risky affair. Consumer attitude incorporates the beliefs and view of a given product. The ideas and views shape the decision process of a consumer because it forms the basis of decisions. The information can be accessed online and through other media channels or even from friends. The attitude towards a given product does not change easily and requires additional reinforcements to arrive at a conclusion. Therefore, the consumer behavior and decision-making are influenced by numerous factors. Some of the factors work independently while others support each other. For example, consumer perception and attitudes complements each other. Hence, marketers should understand the influences and factors, which shape decision making to allow the marketers to have tools that assists in engaging and convincing the consumers. References Bruwer, J., Saliba, A., & Miller, B. (2011). Consumer behaviour and sensory preference differences: implications for wine product marketing. Journal of Consumer Marketing, 28(1), 5-18. Demangeot, C., & Broderick, A. J. (2007). Conceptualising consumer behaviour in online shopping environments. 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