Beliefs and Attitudes

Through doing and learning, people acquire their beliefs and attitudes. These, in turn, influence their buying behaviour. A belief is a descriptive thought that a person lias about something. Anna Flores may believe that a Nikon camera takes great pictures, stands up well under hard use and is good value. These beliefs may be based on real knowledge, opinion or faith, and may or may not carry an emotional charge. For example, Anna Flores' belief that a Nikon camera is heavy may or may not matter to her decision.

Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behaviour. If some of the beliefs are wrong and prevent purchase, the marketer will want to launch a campaign to correct them.

People have attitudes regarding religion, politics, clothes, music, food and almost everything else. An attitude describes a person's relatively consistent evaluations, feelings and tendencies towards an object or idea. Attitudes put people into a frame of mind of liking or disliking things, of moving towards or away from them. Thus Anna Flores may hold such attitudes as 'Buy the best', The Japanese make the best products in the world' and 'Creativity and self-expression are among the most important things in life'. If so, the Nikon camera would fit well into Anna's existing attitudes.

Attitudes are difficult to change. A person's attitudes fit into a pattern and to change one attitude may require difficult adjustments in many others. Thus a company should usually try to fit its products into existing attitudes rather than try to change attitudes. Of course, there are exceptions in which the great cost of trying to change attitudes may pay off. For example:

In the late 1950s, Honda entered the US motorcycle market facing a major decision. It could either sell its motorcycles to the small but already established motorcycle market or try to increase the size of this market by attracting new types of consumer. Increasing the size of the attitude

A 'person's consistently favourable or belief

A descriptive thought that a person holds (ibniit something.

evaluations, feelings and tendencies towards an object or idea.

Attitudes are hard to change, but it can be done. Honda's classic 'You meet the nicest people on a Honda' campaign changed people's attitudes about mfio rides motorcycles.

Attitudes are hard to change, but it can be done. Honda's classic 'You meet the nicest people on a Honda' campaign changed people's attitudes about mfio rides motorcycles.

You Meet The Nicest People Honda

market would he more difficult and expensive because many people had negative attitudes toward motorcycles. They associated motorcycles with black leather jackets, switchblades and outlaws. Despite these adverse attitudes, Honda took the second course of action. It launched a major campaign to position motorcycles as good clean fun. Its theme 'You meet the nicest people on a Honda' worked well and many people adopted a new attitude toward motorcycles. In the 1990s, however, Honda faces a similar problem. With the ageing of the baby boomers, the market has once again shifted toward only hard-core motorcycling enthusiasts. So Honda has again set out to change consumer attitudes. Its 'Come Ride With Us' campaign aims to re-establish the wholcsomeness of motorcycling and to position it as fun and exciting for everyone.2S

Consumer Decision Process

The consumer's choice results from the complex interplay of cultural, social, personal and psychological factors. Although the marketer cannot influence many of these factors, they can be useful in identifying interested buyers and in shaping products and appeals to serve their needs better. Marketers have to bd extremely careful in analyzing consumer behaviour. Consumers often turn down what appears to be a winning offer. Polaroid found this out when it lost millions on its Polarvision instant home movie system; Ford when it launched the Edsel; RCA on its Selecta-Vision and Philips on its LaserVision video-disc player; Sony with DAT tapes; and Bristol with its trio of the Brabazon, Britannia and Concorde airliners. So far we have looked at the cultural, social, personal and psychological

Four Types Buying Decision Behaviour
Figure 6.5

Four types of buying behaviour influences that affect buyers. Now we look at how consumers make buying decisions: first, the types of decision that consumers face; then the main steps in the buyer decision process; and finally, the processes by which consumers learn about and buy new products.

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Responses

  • negisti
    How beliefs and attitudes affects the buying decision of consumers?
    8 years ago
  • Emmie
    How culture affects buying behavior?
    7 years ago
  • marroc longhole
    How are attitudes and beliefs affect buying of consumer?
    7 years ago
  • Keegan
    How the internet can influence the consumer decisionmaking process for buying a leather jacket?
    7 years ago
  • Isaias
    How internet influence consumer decision making for buying leather jacket?
    7 years ago

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