CONSUMER BUYING BEHAVIOUR

Learning Outcomes
 Consumer Buying Behaviour – Meaning
 Stages Of The Consumer Buying Process
 Factors Affecting Consumer Buying Behaviour
CONSUMER BUYING BEHAVIOUR - MEANING
 Marketing theory splits analysis of buyer or customer behaviour into two broad groups of analysis – Consumer buyer and industrial buyer.

 BUYING BEHAVIOUR is the decision processes and acts of people/prospective customers involved in buying and using products.

 It helps in understanding:

 i. Why consumers make the purchases that they make?

 ii. What factors influence consumer purchases?

 iii. The changing factors in our society.

 CONSUMER BUYING BEHAVIOUR refers to the buying behaviour of the ultimate consumer.

 A retailer needs to analyze buying behavior for:

 i. Buyer’s reactions to a retailer’s marketing strategy has a great impact on the retailer’s success.

 ii. The marketing concept stresses that a retailer should create a marketing strategy that satisfies (gives utility to) customers, therefore need to analyze what, where, when
and how consumers buy.

 iii. Retailers can better predict how consumers will respond to marketing strategies.
STAGES OF THE CONSUMER BUYING PROCESS
 There are five stages to the Consumer Buying Decision Process (for complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead
to a purchase.
 All consumer decisions do not always include all six stages, determined by the degree of complexity:
STAGES OF THE CONSUMER BUYING PROCESS – PROBLEM RECOGNITION

 Need or problem recognition is oftentimes recognized as the first and most crucial step in the process because if a consumer
does not perceive a problem or need, he generally will not move forward with considering a product purchase.
 A need can be triggered by internal or external stimuli.
 Internal stimuli refers to a personal perception experienced by the consumer, such as hunger or thirst.
 John Dewey introduced 5 stages which consumers go through when they are considering a purchase:
 Problem or need recognition
 Information search
 Evaluation of alternatives
 Purchase
 Post-purchase behavior
 STAGES OF THE CONSUMER BUYING PROCESS – INFORMATION SEARCH
 Information Search is a stage in the Consumer Decision Process during which a consumer searches for internal or external information.
 Information search is considered the second of five stages that comprise the Consumer Decision Process. During this stage, a consumer who recognizes a
specific problem or need will then likely be persuaded to search for information, whether it be internally or externally. This is also when the customer aims
to seek the value in a prospective product or service. During this time, the options available to the consumer are identified or further clarified.
 Information search can be categorized as internal or external research:
 Internal research refers to a consumer’s memory or recollection of a product, oftentimes triggered or guided by personal experience. This is when a person
tries to search their memory to see whether they recall past experiences with a product, brand, or service. If the product is considered a staple or
something that is frequently purchased, internal information search may be enough to trigger a purchase.
 External research is conducted when a person has no prior knowledge about a product, which then leads them to seek information from personal sources
(e.g. word of mouth from friends/family ) and/or public sources (e.g. online forums, consumer reports) or marketer dominated sources (e.g. sales persons,
advertising) especially when a person’s previous experience is limited or deemed inefficient.
 Examples of personal sources that are marketer dominated, include sales person advice in a retail store.
 Personal sources that are not marketer dominated include advice from friends and family.
 Television advertising and company websites are examples of non-personal sources that are marketer dominated
 Online forums are non-personal sources that are non-marketer dominated.
 STAGES OF THE CONSUMER BUYING PROCESS – EVALUATION OF ALTERNATIVES
 Evaluation of alternatives is the third stage in the Consumer Buying Decision process.
 During this stage, consumers evaluate all of their product and brand options on a scale of attributes which have the ability to deliver the benefit that the
customer is seeking.
 The brands and products that consumers compare – their evoked set – represent the alternatives being considered by consumers during the problem-
solving process.
 Sometimes known as a consideration set, the evoked set tends to be small relative to the total number of options available. When a consumer commits
significant time to the comparative process and reviews price, warranties, terms and condition of sale and other features it is said that they are involved in
extended problem solving.
 Unlike routine problem solving, extended or extensive problem solving comprises external research and the evaluation of alternatives. Whereas, routine
problem solving is low-involvement, inexpensive, and has limited risk if purchased, extended problem solving justifies the additional effort with a high-
priced or scarce product, service, or benefit (e.g., the purchase of a car). Likewise, consumers use extensive problem solving for infrequently purchased,
expensive, high-risk, or new goods or services.
 In order for a marketing organization to increase the likelihood that their brand is part of the evoked set for many consumers, they need to understand
what benefits consumers are seeking and specifically, which attributes will be most influential to their decision-making process. It is important to note that
consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The company also needs to check other brands of
the customer’s consideration set to prepare the right plan for its own brand.
 During this stage, consumers can be significantly influenced by their attitude as well as the degree of involvement that they may have with the product,
brand, or overall category. For example, if the customer involvement is high, then he or she will evaluate several brands, whereas if it’s low, he or she may
look at only one brand. In low involvement buying, the activity is usually frequent, habitual to a certain extent and there is generally little difference
between the brands. No strong attachment exists between the buyer and the brand. Promotions are simple and repetitive. Conversely, high involvement
buying involves products with many differences. The behavior is more complex and the research is more detail oriented.
 Ultimately, consumers must be able to effectively assess the value of all the products or brands in their evoked set before they can move on to the next
step of the decision process.
 STAGES OF THE CONSUMER BUYING PROCESS – PURCHASE DECISION

 The purchase decision is the fourth stage in the consumer decision process and when the purchase actually takes place.
 During this time, the consumer may form an intention to buy the most preferred brand because he has evaluated all the alternatives and identified the
value that it will bring him.
 According to Philip Kotler, Keller, Koshy and Jha (2009), the final purchase decision, can be disrupted by two factors:
 Negative feedback of others and our level of motivation to comply or accept the feedback. For example, after going through the need recognition,
information search, and alternative evaluation stages, one might choose to buy a Nikon D80 DSLR camera, but a close photographer friend might share
negative feedback, which could drastically influence personal preference.
 During this stage, the consumer must decide the following:
 From whom they should buy, which is influenced by price point, terms of sale, and previous experience with or awareness of the seller and the return
policy.
 When to buy, which can be influenced by the store atmosphere or environment, time pressures and constraints, the presence of a sale, and the shopping
experience.
 This is also a time during the which the consumer might decide against making the purchase decision. Alternatively, they may also decide that they want
to make the purchase at some point in the near or far future perhaps because the price point is above their means or simply because they might feel more
comfortable waiting.
STAGES OF THE CONSUMER BUYING PROCESS – POST PURCHASE DECISION

 Post-purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with
a purchase. How the customer feels about a purchase will significantly influence whether he will purchase the product again or consider other
products within the brand repertoire. A customer will also be able to influence the purchase decision of others because he will likely feel
compelled to share his feelings about the purchase.
 Cognitive dissonance, another form of buyer’s remorse, is common at this stage. This is when the customer may experience feelings of post-
purchase psychological tension or anxiety. For example, the customer might feel compelled to question whether he has made the right decision.
They may also be exposed to advertising for a competitive product or brand which could put into question the product that they have chosen. A
customer may also have a change of heart and decide that he no longer has a need for this particular product.
 Some companies now opt to engage their consumers with post-purchase communications in an effort to influence their feelings about their
purchase and future purchases. Offering money back guarantees also serve to extend and enrich post-purchase communications between the
company and its consumers. Other examples include VIP invitations to become part of a club or special and select group of consumers who buy a
particular product. Another example is when customers are asked for their contact information at the point of purchase so they can be targeted
later with a follow-up call that surveys the product’s performance and consumer satisfaction. This approach could help influence or alleviate
feelings of cognitive dissonance or “buyer’s remorse” following a product purchase.
Key Terms
 Buyer Decision Processes: The Buyer Decision Processes are the decision-making processes undertaken by consumers in regard to a potential market transaction before,
during, and after the purchase of a product or service.

 Abraham Harold Maslow: He was an American psychologist who was best known for creating Maslow’s hierarchy of needs, a theory of self-actualization.

 Need recognition: the first step in the buying decision process, where the problem or need is understood

 John Dewey: He was an American philosopher, psychologist, and educational reformer whose ideas have been influential in education and social reform. Dewey was an
important early developer of the philosophy of pragmatism and one of the founders of functional psychology.

 Consumer Decision Process: Also known as the Buying Decision Process, the process describes the fundamental stages that a customer goes through when deciding to
buy a product. Many scholars have given their version of the buying decision model.

 Information Search: The second of five stages that comprise the Consumer Decision Process. It can be categorized as internal or external research.

 External Research: When a person has no prior knowledge about a product, which then leads them to seek information from personal or public sources.

 Evoked Set: The number of alternatives that are considered by consumers during the problem-solving process.

 Evaluation of Alternatives: This is the third stage in the Consumer Decision Process. During this stage, consumers compare the brands and products that are in their
evoked set.

 Purchase Decision: The fourth stage in the consumer decision process and when the purchase actually takes place.

 Cognitive dissonance: This term is used in modern psychology to describe the state of simultaneously holding two or more conflicting ideas, beliefs, values, or emotional
reactions.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR
 There are many factors affecting consumer behaviour. These all factors jointly shape consumer behaviour. Due to impact of various factors,
consumers react or respond to marketing programme differently. For the same product, price, promotion, and distribution, their responses differ
significantly. The factors do not affect equally to all the buyers; they have varying effect on their behaviour. However, some factors are more
effective, while others have negligible effect on consumer behaviour.
 FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 (A) Cultural Factors: Cultural factors have the broadest and deepest impact on consumer behaviour. This set of factors mainly includes broad culture,
sub-culture, and culture of social classes.
 1. Broad Culture:
 Culture has a tremendous effect on needs and preference. People react according to the culture to which they belong.
 Every culture has its values, customs, traditions, and beliefs, which determine needs, preference, and overall behaviour. The child acquires a set of values,
perception, attitudes, interest, preference, and behaviour from family and other key social institutions that control his/her behaviour. Every member is
bound to follow cultural values to which he belongs. These cultural factors determine the way of reacting towards product and marketing strategies.
 Culture is reflected in terms of followings:
 i. Family life/social system
 ii. Role of women
 iii. Woman education
 iv. Approach to work and leisure
 v. Approach to life
 vi. Ethics in economic dealings
 vii. Residence pattern
 viii. Geographic factors
 ix. Impact of other cultures, and so on.
 These all factors affect what, when, where, how much, from whom, and how many times the product should be purchased and used. Marketer must be
aware of the relevant cultural aspects, and marketing programme should be designed accordingly.
 FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 2. Subcultures: Each culture consists of smaller subcultures. Each subculture provides more specific identification of members belong to it. Product and
marketing programme should be prepared in light of subcultures to tailor their needs.
 Subculture includes:
 i. Nationality:
 Every nation has its own unique culture that shapes and controls behaviour its citizens. For example, Indian culture, American culture, Japanese culture,
Chinese culture, African culture, etc. Consumers of different nations hold different behaviour toward the company’s products and strategies.
 ii. Religion:
 It is a powerful determinant of consumer needs and wants. Every religion has its culture in terms of rules, values, rituals, and procedures that have impact
on its followers. Commonly, consumer behaviour is directly affected by religion in terms of products that are symbolically and ritualistically associated with
the celebration of various religious events and festivals/holidays.
 Religious requirements or practices, sometimes, take on an expanded meaning beyond their original purpose. For example, Christians, Hindus, Muslims,
Buddhists, etc., influence food preference, clothing choice, career aspiration, and overall pattern of life.
 Even, in each religion, there are several sub-religions. For example, Hindu Religion includes Vaishnav, Swaminarayan, Shivpanthi, Swadhiyai, and likewise;
Christian Religion includes Protestants and Catholics; and similar is the case with Muslim and Jain.
 iii. Racial Groups:
 In each culture, we find various racial groups; each of them tends to be different in terms of needs, roles, professions, habits, preference, and use of
products. Each group responds differently to marketing offers due to different cultural backgrounds.
 For example, in our country, we find a number of racial groups like Kshatriya, Banya, Patel, Brahmin, Scheduled Caste, Scheduled Tribe, Shepherded, and so
forth. These racial groups have their cultural values, norms, standards, habits, etc., that govern their overall response toward the company’s products.
 iv. Geographical Regions:
 Each geographic region represents specific culture and differs in terms of needs, preference, habits, usage rates, and uses of products. Clothing, residence,
food, vehicle, etc., are determined by regional climate and culture.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 3. Culture of Social Classes:
 Philip Kotler defines: “Social classes are relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar
values, interest, and behaviour.” In many cases, social classes are based on caste system. Members of different castes have their cultures and, accordingly, they perform
certain roles.
 Social classes reflect differences in income, occupation, education, their roles in society, and so on. Every social class has its culture that affects behaviour of its members.
Social classes differ in their dress, speech patterns, recreational preferences, social status, value orientation, etc.
 They show distinct product and brand preferences in many areas like clothing, home furniture, education, leisure activities, and automobiles. Kotler identifies following
social classes, each of them differs significantly in term of income, skills, needs, habits, preference, career orientation, approach toward life, etc.
 i. Upper-upper
 ii. Lower upper
 iii. Upper middle
 iv. Middle class
 v. Working class
 vi. Upper lower
 vii. Lower-lower
 Normally, with reference to India, on the basis of income level, or status in society, we can identity three social classes like upper class, middle class, and lower class. In
every society, percentage of each of these classes is subject to differ. Marketer should design his marketing programme to cater the needs of specific social classes.
 FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 (B) Social Factors: Here, we examine the effect of social factors on consumer needs and preferences (behaviour). Social factors affect consumer behaviour.
Consumer response to product, brand, and company is notably influenced by a number of social factors – family, reference groups, and roles and statuses.
Marketer needs to analyze these social factors of his target market to cater its needs effectively.
 Let’s briefly comment on some dominant social factors influencing consumer behaviour:
 1. Family:
 Family is one of the most powerful social factors affecting consumer behaviour. This is more significant where there is joint family system, in which
children use to live with family for longer time. Values, traditions, and preferences are transmitted from parents to children inherently.
 Family members constitute the most influential primary reference group. From family, its member acquires an orientation toward religion, politics, ambition,
self-worth, love, respect, and so on. Need, preference, buying habits, consumption rate, and many other aspects determined by family affect one’s behaviour.
 In every family, elders, husband-wife, other members, and children have varying degree of influence on purchase decision, which is the matter of interest for
the marker to appeal them. Some products are children dominant; some products are husband dominant; some products are wife dominant; while some
products are equal dominant.
 2. Reference Groups:
 Philip Kotler states: “A person’s reference group consists of all the groups that have a direct (face-to-face) or indirect influence on the person’s attitudes or
behaviour.” Groups having a direct influence on the person are called membership groups.
 Normally, following reference groups affect behaviour of their members:
 i. Primary Reference Groups:
 They are informal groups such as family members, friends, neighbors, relatives, and co-workers with whom the person interact fairly continuously. Habits,
life-style, and opinions of these groups have direct impact on the person.
 FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 ii. Secondary Reference Groups:
 They tend to be more formal groups such as religious groups, professional groups, trade unions or associations, etc., that affect buying decisions of an individual buyer.
 iii. Aspiration (Aspired) Groups:
 A person is not the member of such groups. But, he likes to belong to those groups. He imitates habits, preference and buying pattern of such groups. For example, college students
imitate/like to belong to film stars, sportsmen, or professional groups.
 iv. Dissociative (Disliked) Groups:
 Theses reference groups include such groups whose values or behaviour a person rejects or dislikes. He tends to behave differently than those groups. A marketer should identify
reference groups of his target market and should try to influence those groups. In case of television, automobile, clothing, home furniture, books and magazines, cigarettes, etc., the
reference groups have more direct impact on buyers’ purchase decision.
 3. Roles and Statuses:
 A person plays various roles in many groups throughout his life. He has to play different roles in family, club, office, or social organisation. A role consists of the activities that a
person is expected to perform. For example, a person is father for his children, husband for his wife, son for his parents, friend for his friends, boss for his department, and a member
of social organisation.
 Each role carries status. For example, sales manager has more status than sales officer. People choose those products that communicate or represent their roles and statuses in society.
Therefore, marketer must be aware of the status symbol potential of products and brands. The marketer should also try to associate products and brands with specific roles and status.
 4. Social Customs and Traditions:
 Social customs, beliefs or traditions can be associated with religion, caste, or economic aspects. Such customs determine needs and preference of products in different occasions and,
hence, affect consumer behaviour.
 5. Income Level:
 Income affects needs and wants of consumers. Preference of the rich consumers and the poor consumers differ notably. In case of quality, brand image, novelty, and costs, there is
wide difference between the rich and the poor buyers. Marketer must be aware of expectations of different income groups of his target market.
 FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 (C) Personal Factors: Along with cultural and social factors, personal factors also affect one’s buying decision. Personal factors are related to the buyer himself. These factors mainly
include age and stage in life cycle, occupation, economic circumstances, life style, personality, and self-concept. Let us briefly examine the effect of personal factors on consumer
behaviour.
 i. Age and Stage in Life Cycle:
 A man passes through various stages of his life cycle, such as infant, child, teenager, young, adult, and old. Need and preference vary as one passes through different stages of life
cycle. For example, child and adult differ to a great extent in terms of needs and preference. Marketer may concentrate on one or more stages of his target consumers’ life cycle. Use of
different product depends on age and stage of buyers’ life cycle.
 ii. Occupation:
 Buying and using pattern of consumer, to a large extent, is affected by a person’s occupation. For example, industrialist, teacher, artist, scientist, manager, doctor, supervisor, worker,
trader, etc., differ significantly in term of need, preference, and overall buying pattern. Company can specialize its products according to needs and wants of special professional
groups.
 iii. Economic Circumstances:
 Product preference, frequency of buying, quality, and quantity are largely affected by consumers’ economic circumstances. Economic circumstances consist of spendable income,
income stability, level of savings, assets, debts, borrowing power, and attitudes toward saving versus spending. People buy products keeping in mind these economic circumstances.
 iv. Life Style:
 People with the same culture, social class, and occupation may differ in term of their life style. Knowledge of life style of the target market is essential for marketer to design more
relevant marketing programme. Kotler defines: “Life style is the person’s pattern of living in the world as expressed in the person’s activities, interest, and opinions.”
 Life style portrayed the “whole person” interacting with his/her environment. It is generally reflected in terms of activities, interest, clothing patterns, status consciousness, spending
and savings, helping others, achievements, working style, etc. Every product has potential to suit different life styles.
 v. Personality:
 Personality is a distinguished set of physical and psychotically characteristics that lead to relatively consistent and enduring response to one’s environment. Personality characteristics,
such as individualism, difference, self-confidence, courage, firmness, sociability, mental balance, patience, etc., have a strong influence on needs and preferences. Every person buys
that product which suits his personality. In case of clothing, automobiles, shoes, perfumes, etc., products are influenced by users’ personality characteristics.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 vi. Self-concept:
 It is also referred as self-image. It is what person believes of him. There can be actual self-concept, how he views himself; ideal self-concept, how he would like to view
himself; and others-self-concept, how he thinks other see him. Person purchases such product that matches with his/her self-image. Marker must identify self-concept of
his target buyers and must try to match the products with them.
 vii. Gender:
 Gender or sex affects buying behaviour. Some products are male-dominated while some are female-dominated. Male customers react to those products which are closely
suit their needs and styles. Cosmetics products are more closely related to female customers than male. Marketer must be aware of gender-effect on buying behaviour of
the market.
 viii. Education:
 Education makes the difference. Highly educated, moderately educated, less educated, and illiterates differ considerably in terms of their needs and preferences. In the
same way, stage of education (like primary, secondary, college, etc.) affects buyers’ behaviour.
 Education factor seems more relevant to academic institutes, book publishers, magazines, and newspapers. Education affects one’s mindset. Buyers’ colour choice, quality-
orientation, services, and other aspects have more or less educational significance.
 FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 (D) Psychological Factors: Buying behaviour is influenced by several psychological factors. The dominants among them include motivation, perception, learning, and beliefs and
attitudes. It is difficult to measure the impact of psychological factors as they are internal, but are much powerful to control persons’ buying choice. Manager must try to understand
probable role the factors play in making buying decisions.
 i. Motivation:
 It has a significant impact on consumer behaviour. Motivation is closely related to human needs. One has many needs at a given time. Some needs are biogenic or physiological in
nature arising from physiological states of tension, such as hunger, thirst, or discomfort.
 Other needs are psychogenic or psychological in nature arising from psychological state of tension, such as recognition, esteem, or belonging. Motivation comes from motive; motive
is expression of needs; or intensified need become a motive. Thus, a motive is the need that is sufficiently pressing to drive the person to act. Satisfying the need reduces the felt
tension.
 People hold one or more of following motives to buy:
 i. To satisfy basic needs like hunger, thirst, or love
 ii. To protect from economic, physical or mental hazards
 iii. To get social status
 iv. To be recognized or appreciated
 v. To be respected
 vi. To be self-actualized
 vii. To avoid physical or mental stress
 Motivation is, thus, a driving force that makes the individual to act to release the tension aroused from unmet needs. A motivated person is ready to act/react. Marketer should identify
why people buy the products. What are the motives to purchase the products? If product is connected with their motives, they definitely respond positively.
 In fact, the product is a source of satisfying unmet needs. So, product is presented as a solution of tension resulted from unsatisfied needs. Several theories are available to understand
motivation aspect.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 (D) Psychological Factors:
 ii. Perception:
 Person’s motivation to act depends on his perception of situation. It is one of the strongest factors affecting behaviour. The stimuli – product, advertising appeal,
incentives, or anything – are perceived differently by different people due to difference in perception. Marketer should know how people perceive marketing offers.
 Bernard and Gary define:
 “Perception is a process by which an individual select, organize, and interpret information inputs to create a meaningful picture of the world.” Perception depends on
physical stimuli and stimuli’s relation to surrounding field, too. People perceive the same stimulus differently due to selective attention, selective distortion, and selective
retention. So, all consumers may not see the product or message in a way the marketer wants.
 Marketer should take these perceptual processes carefully while designing marketing programme. It is necessary that the product or marketing offer must be perceived in a
way the market wants to be perceived. Marketer is also required to know the factors that affect people’s perception. Tactful interview or questionnaire can help to measure
perception of target groups.
 iii. Learning:
 Most human behaviour is learned. Learning is basically concerned with experience of an individual. Learning can be defined as: Relatively permanent changes arising
from experience. If an individual has satisfactory experience of buying and using the products, he is more likely to talk favourably or repeat the same.
 Most of purchase decisions depend on self-experience or experience of others, whose opinion carry value in buying decisions. Learning is produced through the interplay
of drives, stimuli, cues, responses, and reinforcement. Learning theories help marketer to build up demand for the product by associating it with strong drives, using
motivating cues, and providing positive reinforcement.
 New company can enter the market by using competitions’ drives, cues and reinforcement. Sufficient knowledge of learning is an important input for the marketer to
design the meaningful marketing programme.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR Contd..
 iv. Beliefs:
 People hold beliefs about company, company’s goods or services, and they act accordingly. Beliefs of the buyers affect product and brand image. We can define the term
as: Belief is a descriptive thought that a person holds about something. Beliefs may be based on knowledge, opinion, or faith.
 Note that beliefs have nothing to do with facts or reality. People may have wrong beliefs for the superior product, or they hold positive beliefs for inferior product. Positive
and negative beliefs have their impact on purchase decisions. Marketer can create positive belief by associating strong aspects related to product and brand, or can correct
wrong beliefs by proper campaign.
 It is clear that people buy only if they believe it is worthwhile to buy. So, beliefs play decisive role in the buying decision. Marketer must try to know what type of beliefs
people hold about company, products, and brands. Such knowledge must be incorporated in preparing an effective marketing programme.
 v. Attitudes:
 An attitude is a person’s enduring favourable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. These emotional feelings
are usually evaluative in nature. People hold attitudes toward almost everything, such as religion, politics, clothes, music, food, product, company, and so on.
 Attitudes decide liking or disliking of object. People can judge good or bad, beautiful or ugly, rich or poor, or desirable or undesirable about an object, a product, or a
person. Attitudes play a vital role in accepting or rejecting, appreciating or criticizing the product or brand. People do not react to every object in a fresh way. Object is
evaluated by attitudes.
 So, it is imperative that marketer must know what type of attitudes people hold about the company, products, and brands. Attitudes can be learned or developed. Learning
plays an important role in developing attitudes. Even unfavorable attitudes can be changed into favourable ones by systematic campaign. Mostly, beliefs and attitudes are
taken simultaneously.
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