Consumer behavior is defined, as a behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products

and services that they expect will satisfy their needs. CONSUMER ATTITUDES: Definition: A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. What are Attitudes? The attitude object Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation Structural Models of Attitudes
Tricompoent Attitude Model Muliattribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model

TRICOMPONENT ATTITUDE MODEL: Attitude consist of 3 components: Cognitive component. Affective component. Conative component Group: Group may be defined as two or more people who interact to accomplish either individual or mutual goals. Classification of groups: Membership group: A membership group is one to which a person either belongs or would qualify for membership Symbolic group: A symbolic group is one in which an individual is not likely to receive membership despite acting like a member Reference group: Reference group is any person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior. Classification of reference groups: Normative Reference Groups: Reference groups that influence general or broadly defined values or behaviour. It influence in the development of basic code of behaviour. Eg: a childs normative reference group is its immediate family. Comparative Reference Groups: Reference groups that serves as a benchmark for specific or narrowly defined behaviour or attitude. It influence in the expression of specific consumer attitude and behaviour. Eg: a persons normative reference group might be its neighboring family whose life style appears to be admirable. Direct reference group: Those groups with which the individual interact on daily basis. Eg: family,close friends,etc. Indirect reference groups: Individuals or groups with whom a person identifies but does not have direct face-to-face contact. Eg: Movie stars, sports heroes, political leaders, or TV personalities. HOWARD-SHETH MODEL: This model depicts rational brand choice behaviour by buyer under conditions of incomplete information and limited abilities.

Four major components are: Input variables Output variables Hypothetical constructs

Exogenous variables Input variables: Significant stimuli: these are actual elements of brands that the buyer confronts. Symbolic stimuli: producers representing their products in symbolic form such as in ad generate these. Social stimuli: these are generated by social environment including family and groups. Output variables: Attention: the magnitude of the buyers information intake. Comprehension: the buyers store of information about a brand. Attitude: the buyer evaluation of particular brand potential to satisfy his motives. Intension: the buyers forecast of which brand he will buy. Purchase behaviour: the actual purchase act. Hypothetical constructs: The perceptual constructs are: Sensitivity to information: the degree to which the buyer regulates the stimulus information flow. Perceptual bias: distorting or altering information. Search for information: active seeking of information about brands. The learning constructs are: Motive: general or specific goals impelling action. Brand potential of the evoked set: the buyer perception that the brand in the evoked set will satisfy his needs. Decision mediators: the buyers mental rule of matching and ranking purchase alternatives according to his motives. Inhibitors: environmental factors such as price which restrain purchase of a preferred brand. Satisfaction Exogenous variables: These are not well defined as they are external to buyers. Limitations: No sharp distinction between exogenous and other variables. Some variables are not well defined and difficult to measure. This model is complex. ENGEL-KOLLAT MODEL: This model is developed in 1968 by Engel, Kollat and Blackwell. The steps in decision process that occurs overtime are: Motivation and need recognition Search for information Alternative evaluation Purchase Outcomes The variables are grouped into four categories. They are: Stimulus inputs Information processing Decision process Variables influencing the decision process Two different mode of operation by consumers are: Extended problem solving: it is characterized by high level of involvement and high perceived risk so satisfaction with the brand gives commitment to use the brand. Limited problem solving: it is characterized by low level of involvement and low perceived risk so motivation to search for brand information is low and consumers will engage in non rigorous evaluation of alternatives. Limitations: The role of some variables are vague.

The role of motives in influencing behaviour is also vague. This model is mechanistic in its treatment of decision process. Definition: Organizational buying is the process by which a company/organization establishes a need for purchasing products and choose among competing brands and suppliers. Model of industrial buyer behaviour: The different aspects of this model are: Difference between individuals involved and psychological make up Joint decision making Product specific factors Organization factors affecting purchase Situational factors Ways of information search Conflict resolution among individuals Industrial buying behaviour is affected by the background of the individuals involved in the purchase. The factors are: Specialized education Roles and status Lifestyle Expectation from the product ATTITUDE FORMATION AND CHANGE: Attitude formation is the process of shifting from having no attitude to having some attitude about the given object. Issues in Attitude Formation: How attitudes are learned Sources of influence on attitude formation Personality factors How attitudes are learned: Attitudes are learned by the following ways: Association: Consumers purchase new product that are associated with the favourably know brand (ie the brand name towards which the consumer already have favourable attitude). Experience: Attitudes follow purchase and consumption of a product. Sometimes consumer try new brand and they form favourable attitude towards it if it gives satisfactory experience. Information: When consumers try to satisfy their needs they form the attitude about the product based on the information exposure of that product. Sources of formation: influence on attitude

Personal experience. Influence of family and friends. Direct marketing. Mass media. Personality factors: Personality plays a role in attitude format ion. Eg: individual with high need for cognition form positive attitude towards ad that are rich with information and viceversa.

Changing the basic motivational function: Utilitarian function. Ego-defensive function. Value-expressive function. Knowledge-expressive function.

Strategies of Attitude Change: