Nobody downloaded yet

How Consumer Attitudes & Behaviors Affect Their Purchases - Essay Example

Comments (0) Cite this document
Name Date Course Section How Consumer Attitudes & Behaviors Affect their Purchases Abstract: Consumers’ purchasing power is highly influenced by their behavior, beliefs, and attitudes towards brands or stores. Attitude and belief can either act as an advantage or obstacle to a marketer…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96% of users find it useful
How Consumer Attitudes & Behaviors Affect Their Purchases
Read TextPreview

Extract of sample "How Consumer Attitudes & Behaviors Affect Their Purchases"

Download file to see previous pages These savvy marketers understands their consumers’ behavior and thus able to distinguish between attitudes and beliefs. Every year, firms (through their marketing departments) heavily invest in researches to identify consumers’ attitudes which are more likely influence their purchasing behavior. Marketers go ahead to persuade consumers through promotions and advertising in order to win consumer loyalty. Consumer Attitudes In marketing, attitude is defined as “the general evaluation of a product or service formed over time” (Maxfield, 2012). Attitude greatly affects the purchasing and buying habit of consumers as well as satisfying personal motives of the consumers. As such, consumer attitude is defined as a composite of beliefs, behavioral intention and feelings. On the other hand, behavioral intention of consumers is defined (in marketing content) by consumers’ beliefs and feeling about a given product. Consumer feeling and behavior are treated together as they are relatively interdependent, thus collectively representing purchasing force of the consumer. This relationship and interdependency can be represented as below: Attitude is majorly a psychological term that applies in all fields involving human beings. Attitude refers to the inner feelings and understanding of individuals towards certain object or concepts. Attitude may be either negative or positive depending on the existing environmental factors triggering the feeling. Behavior on the other hand, refers to individuals’ reactions or actions towards certain environmental elements in response to the internal or external stimuli. Attitudes and behaviors of customers have almost similar effects on the buying trend of certain product. Attitudes exist in three main components that include cognitive, affective and behavior. Cognitive component of consumer attitude relates to the general consumer’s belief about a certain product. Affective component of the consumer attitude attributes to feelings and emotional response of customers towards particular objects. Behavior component on the other hand, entails learned tendency by consumer to react in particular manner towards particular activity or objects. In this way, the psychological effects that drive the understanding of consumer/rational choice are clearly understood and noted. Beliefs Belief is a fundamental component of consumer’s purchasing powers and influences. A consumer may either hold a positive or negative belief towards a product or a store. For instance, some consumers may belief that coffee tastes good while those with negative belief towards this product will say that it stains papers and is easily spilled. Though rare, some consumers have a neutral belief on a product (e.g. coffee is black). Other group of consumers may have an indifference belief about a commodity. Notably, the beliefs consumers carry on products have no to be accurate and at times may be very contradictory. Since consumers hold a number of beliefs towards the range of products, it is quite had to reach the ‘bottom line’ of such variations in beliefs. Brand equity and consumer attitude Brand equity is an important concept in building and developing marketing strategy. Brand equity is an indication of profitability index as perceived by marketers. However, brand equity depends on brand attitude. From consumers’ point of view, brand equity entails positive brand attitude founded on ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“How Consumer Attitudes & Behaviors Affect Their Purchases Essay”, n.d.)
Retrieved from
(How Consumer Attitudes & Behaviors Affect Their Purchases Essay)
“How Consumer Attitudes & Behaviors Affect Their Purchases Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF How Consumer Attitudes & Behaviors Affect Their Purchases

Online consumer behaviors

...and that that impulsive consumers comprised a significant portion of the general population of e-commerce buyers. There was sketchy proof of addiction in statements of ‘eBay addicts’, a study on compulsive online buying (Chen, 2009). With vast numbers of online shoppers today, uncontrolled online buying emerges as a major consumer problem. Examining Online Consumer Behaviors Teenagers and young adults are the target market of online shopping because they are the first online generation of buyers. This social group spends roughly 12 percent of their whole earnings online, and these purchases are mostly books, music, and clothes commonly linked to...
10 Pages(2500 words)Essay

Consumer Attitudes and Behaviour

... Task Consumer Attitudes and Behavior Introduction Consumer behavior can be referred to as the decision-making procedure as wellas the physical undertakings concerned with the acquisition, assessment, utilization and disposition of merchandise including services. In relation to the definition provided, all matters that are the purchase of merchandise and services and the processes involved in between before a certain commodity is purchase get taken into account. The process of purchasing a certain commodity has to commence or get set within the minds of such individuals, which later leads to the evaluation of alternatives in relation to the merits, and demerits of making a certain purchase decision. On top of the consumer behavior... ,...
8 Pages(2000 words)Essay

Exploring Online Consumer Behaviors

...? Exploring Online Consumer Behaviors John A. Smith Jane L. Doe Liberty Outline 1 Identify factors that affect online purchases 2 Exploring online consumer behavior 2.0 Method 2.1 Data collection 3.0 Data analysis 3.1Conclusion 4.0 References Abstract Internet usage has skyrocketed in the past few decades. Along with this increase comes the increase in internet shopping by consumers. This research examines the behaviors, motivations, and attitudes of this new form of consumer entity. Online consumer behavior has been studied for over 20...
10 Pages(2500 words)Essay

Consumer Attitudes and Behaviour

...negatively affected the whole campaign, which has been, in any case, found to be successful in terms of the achievement of its targets, i.e. the change of eating habits and activity levels of children in UK. References Ashford, J., Winston, C., Lortie, K. (2009) Human Behavior in the Social Environment: A Multidimensional Perspective. Belmont: Cengage Learning Berkowitz, L. (1987) Advances in experimental social psychology. London: Academic Press Breckler, S., Olson, J., Wiggins, E. (2006) Social psychology alive. Belmont: Cengage Learning Calnan, M., Rutter, D. (1986) Do health beliefs predict health behaviour? An analysis of breast self-examination. Social Science & Medicine, Volume 22, Issue 6, 1986,...
12 Pages(3000 words)Assignment

Exploring online consumer Behaviors

..., demographics, family size, marital status, gender and online consumer behaviors present in this occupation. Research Procedure To test the hypothesis and address the key areas of investigation i.e. exploring the factors driving online purchases, a quantitative research methodology will be used. In deciding on the target online shopping destinations, experimental manipulation would be required in order to formulate relationship between consumer behavior and motivational characteristics. Factors such as price variability or product quality have to be controlled in order to gauge the correlation between previous online experience and consumer behavior. A sample survey prepared for assessing online consumer behavioral patterns... ?Research...
2 Pages(500 words)Research Paper

Consumer Behavior Attitudes

...or the failures which they will need to work on, so as to meet the demands of their clients. THE THEORY OF REASONED ACTION The formula for TORA is as follows. B1=w1 [A (act)] + w2 [SN (act)] where; BI = Behavioral Intent W1 and w2 = weights (typically these are previously determined) A (act) = Attitude toward an action (e.g., purchase) SN (act) = Subjective Norms A (act) = (Bi Ei) i=1 Bi = Belief that an action (e.g., purchase) will lead to a consequence i Ei = Evaluation of importance/desirability of consequence i i = Consequences 1, 2m n SN (act) = (NBj MCj) j=1 NBj = Belief that a reference group (j) wants...
6 Pages(1500 words)Essay

How Attitudes Affect Leadership

...How Attitudes Affect Leadership The practice of leadership requires focusing on our skills, knowledge and attitude. Leadership skills are the competencies that we develop through training, and which we exercise afterwards. Leadership knowledge is what we have learnt either during the training or from practice. Leadership attitude originates from who we are. Most often the attitude determines how successful we are in the leadership position and how well the team performs. Ambler (2006) states that attitude is the most important because it influences how effectively we can...
8 Pages(2000 words)Essay

Online Consumer Behaviors

... consumerism. According to the authors Delia Vazquez and Xingang Xu, online consumer behavior is affected by three main things: “attitudes towards online shopping, motivations, such as price, convenience and hedonic motivations, and online information search” (2009). This research paper will focus on motivation and how it affects online consumer behavior. In the research carried out by Crutsinger, Jeon, and Kim, they identified seven motivators of online auction participants. These motivators were, “search costs, product assortment and price, brand equity, transaction costs, customer orientation, perceived quality, and social interaction” (2008, p.31). Never before has there been such a vehicle for buying and selling merchandise... which...
2 Pages(500 words)Research Paper

Consumer behaviors case

... Consumer case analysis The concept of green marketing has had its fair share of problems in its implementation, ranging from consumer preference to managerial challenges. In some cases, consumers will not manage to make a sacrifice in terms of their needs and desires to go green. That has being eminent to the electric car by Ford. Some consumers also think that the green products are of a lower quality or do not keep the promise kept on keeping the environment safe. In the case of the Roper survey where 41% admitted to not purchasing products that are aimed at keeping the environment safe because they are afraid of the quality of products that are said to be eco friendly. It seems that people are not ready for a change... markets and...
2 Pages(500 words)Essay

How loyalty affects impulse purchases; Consumer Psychology

...indicate that situational factors like the popularity of a brand, public recommendation and the demand of particular products during particular times like festive seasons, prompts and enhances impulse buying. In conclusion, I am of the view that there is an insignificant relationship between brand loyalty and impulse buying. Impulse buying is a psychological behavior that is prompted and perpetuated by more concrete factors. Being loyal to a brand does not affect impulse purchases exhibited by a consumer. A mere loyalty to a brand would constitute a lame rationale as to the reason for impulsive buying. References Brandi, J. (2001). Building Customer Loyalty. Dallas TX:...
10 Pages(2500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic How Consumer Attitudes & Behaviors Affect Their Purchases for FREE!

Contact Us