Topic 6 - Consumer Attitude

Question 1

Definition of Attitude

Answer 1

Attitude is a learned predisposition to behave in a consistently favourable or unfavourable manner.

Question 2

How does attitude drives behaviour?

Answer 2

Marketers must strive to get consumers to form favourable attitude towards their brand so that they will buy

Question 3

What does the Tri-component attitude model consists of?

Answer 3

Affect (feeling)
Behaviour (action)
Cognitive (knowing)

Question 4

Definition of the multi-attribute attitude model

Answer 4

Consumers generally have a more favourable attitude towards brand that has a better product performance on the product attribute that they deem important

Question 5

case study qns: what if apple is lagging behind samsung in the most important attribute of good camera quality?

Answer 5

marketing strategy to improve consumers perceived performance on apple iphone camera image quality through product or promotion strategy

Question 6

case study qns: what if apple is superior in samsung in terms of security and privacy but not deemed as important?

Answer 6

marketing strategy to educate consumers about the importance of security and privacy through promotions