Consumer Attitudes and Behaviour Research Application

Consumer Attitudes and Behaviour Research Application This video discusses the importance and application of consumer attitudes and behaviour research. It explains what is consumer attitude, as well as attitude influence on behaviour. and the research application for you, the private sector and nongovernmental sector. Research shows that positive consumer attitude tend to correlate with success in the marketplace as defined by higher usage, higher market share or even higher profitability. While negative attitudes or what we call unfavourable attitudes are associated with lower market share, lower usage, lower performance overall in the marketplace. Attitude research therefore has been applied to study a wide range of strategic marketing issues or questions such as it's been used to determine whether consumers will accept proposed new product ideas; attitude research to gauge why a firm's target audience has not reacted more favourably to a new promotional theme; attitude research to learn how target consumers are likely to react to a proposed change in the firm's packaging, brand name, or product size. These are just some of the many attitude research applications in consumer behaviour study. in applying research to consumer attitudes and behaviour, consumer researchers assess attitudes by asking questions or by making inferences from behaviour. Attitude research is used for testing acceptance of a new product new ideas, testing reaction to new packaging or promotion among other research applications. You could test attitude towards many aspects of marketing whether it's your advertising your pricing, your retailer and the like and even online services and e-commerce outlets can be tested for attitude and are all impacted by the attitudes that consumers hold. As a predisposition attitudes have a motivation quality. That is attitudes might propel a consumer towards a particular behaviour or repel the consumer away from a particular behaviour. So attitudes could propel consumers towards a product or against it. The three important components of attitude application come from the theory of the tri component attitude model which suggests that there are three important aspects of attitude to consider in consumer behaviour research. First is cognitive meaning knowledge or awareness The second one is the affective component and this talks about feelings and emotions and it covers the questions like - how do the people feel about the product or service? how do your consumers feel? what feelings / attitudes do they harbour about your product or service. The third is cognitive which talks about action. The action tendency. This represents the attitude question related to the likelihood of behaviour or how the person is likely to act in a certain situation. This is assessed with a question about the likelihood of buying which generally tends to measure intention to buy. Different terminologies are used by different sectors to talk about this issue of consumer attitudes and behaviour research applications. So many times marketing people in the private sector will talk about usage and attitude or what they generally call U&A. to mean usage and attitudes which basically captures the three factors of awareness usage and feelings. In the non-governmental sector and international sectors they will talk about knowledge attitude and practices. Actually in the non-governmental sector they also sometimes summarise and call it KAP - they say we want to do a KAP study. So you have to consider who you are talking to if you are to communicate effectively on this question of the tri component aspect of attitude and behaviour research. NGO sector focused - they are more interested in using this philosophy of attitude and behaviour research to test behaviour change, that is for example to get people to stop smoking, to stop drunk driving, or also maybe they may want to encourage some practices and that kind of thing.just like again the non-governmental sector. In the international sector the world health organisation created communication to encourage people to change attitudes and behaviour by urging them to wash their hands, to sanitise, to keep social distance, and to wear a mask during the pandemic. Thank you and all the best 00:00 Introduction to consumer attitudes 00:59 Importance on attitudes in consumer behaviour research 02:46 What is consumer attitude? 05:00 Consumer attitudes research applications 06:53 3 components of attitude and research applications 08:02 Different terminologies used in attitude research application 09:11 summary