Consumer Attitude Essay

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ABSTRACT
Under globalization and rising competitiveness, it is becoming harder to affect a consumer’s attitude towards a product or brand, thus, there is a need to search for means of alternative influences. The aim of this report is to prove the relationship of a product and consumer attitude from the emotional perspective, applying the example of PEPSI, a cola brand. Consumers always find it difficult to explain why they believe some brands suggest strong negative feelings or why they are more attracted to one brand instead of another. Studies have proven that definite emotions towards certain products are usual to consumers and this can also be the reasons why they select a particular brand, along with the price of that brand as well as …show more content…

3.3 Attitude is achieved.
Being born, a person does not have attitude because it forms as a result of available direct or indirect experience. This means that attitude within the context of consumer behaviour forms as a result of direct experience with a particular good or is achieved during a verbal communication with other consumer or through the means of mass media, internet and various tools of direct marketing.
3.4 Attitude possesses its own motivation.
Attitude could encourage particular consumer behaviour or deter from certain actions. Solomon et al. (2002) argue that attitudes exist simply because they perform a particular function to a person which means they are determined by motives of an individual.
3.5 Attitude is relatively permanent.
Schiffman and Kanuk (2004) state that attitude could be regarded as permanent if consumer behaviour matches up with consumer attitude. In other words, consumer is expected to behave in such a way, which is coherent to his view or attitude expressed.
3.6 Attitude is favourable or …show more content…

From consumer perspective this is a decision to prefer one thing to another. Attitude is an inclination to react to stimuli (Mellott, 1983).
3.8 Attitude degree.
This quality determines how much a person likes or dislikes a particular object or their group (Engel and Blackwell, 1998). It indicates the fact that there are different levels of positive and negative attitude.
3.9 Attitude intensity. is a reliability level of an opinion about an object or how much a person is convinced in his righteousness (Rice, 1997). Consumers are extremely sure of one attitudes and weakly sure of other. An attitude marked by a bigger conviction is steadier. Due to close relationship, the extent and intensity of attitude might be regarded as one feature, meaning that they are not synonyms.
3.10 Permanence of attitude is conditioned by resistance.
Resistance is a degree of attitude stability, which shows how attitude is influenced by environmental changes (Rice, 1997). Some attitudes have a high degree of resistance and are well protected from external influence, while other may depend on external

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