The paper "Consumer Behaviour and Consumer Attitudes" is a brilliant example of a term paper on marketing. Consumer behavior refers to the study of the processes used by people to select, secure, use and dispose of products in order to satisfy their needs and the impact of these processes on the consumer and the society (Becker-Olsen, Cudmore and Hill, 2006). Consumer attitudes refer to the beliefs, feelings and behavioral intentions toward a certain product or service within the context of marketing (Dennis, Merrilees, Jayawardhena and Wright, 2009). The three components of consumer attitudes are interdependent as shown in the diagram below and they represent forces, which influence how the consumer will react to a certain product. A consumer may hold both positive and negative beliefs toward a certain product (Hinds and Sparks, 2008).
Furthermore, some consumer attitudes toward an object might be neutral while others might vary in valence based on the person or the situation. Sometimes the beliefs held by consumers might not be accurate (Belk, 2010). In addition, some consumer beliefs might be contradictory upon closer examination (Augusto, Ituassu and Rossi, 2007).
The fact that there exists a variety of beliefs about a product it is often difficult to determine the overall belief. This is often solved by the use of the Multiattribute (Fishbein) model, which summarizes the overall score of attitudes The affect component of consumer attitude is the feeling that consumers hold toward certain products or brands. Some of these feelings might be based on the belief even though some feelings are independent of beliefs (Lake, 2009). Behavioral intention refers to what the consumer plans to do with relation to the product, that is, buy or not buy (Becker-Olsen, Cudmore and Hill, 2006).
Behavioral intention is also sometimes a logical result of beliefs or affects even though behavioral intention might sometimes be a reflection of other circumstances (Wright, 2006). How consumer attitudes are learned, stored and retrieved The Hierarchy of Effects Model provides a systematic way through which consumers learn stores and retrieves information about a product (Tyagi and Kumar, 2004). The model proposes that consumers become aware of, and learn about a brand, develop an attitude towards it, a desire to purchase it, which then leads to trial and adoption or rejection.
The model consists of five steps through which a consumer goes through from initial exposure to a product to the purchase decision. The steps include awareness, knowledge, liking, preference, conviction, and purchase. Awareness Most new products in the market need to create awareness among potential consumers (Augusto, Ituassu and Rossi, 2007). To create awareness the first thing is to expose the product to the target market by creating physical contact with the brand (Solomon, 2010).