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- Title
CONSUMER BEHAVIOR, ATTITUDE & COGNITIVE DISSONANCE TOWARDS MWO: AN EMPIRICAL STUDY WITH SPECIFIC RELEVANCE TO URBAN MIDDLE CLASS OF KOCHI.
- Authors
ANIL KUMAR, N.; JOSEPH, JELSY
- Abstract
CB has attitudes acting both as an obstacle and an advantage to a marketer. Choosing to discount, modify or ignore the consumers' attitude to a particular product or service, while developing a marketing strategy to leverage their understanding of attitude to predict the behavior of consumers is the need of modern marketers, in the consumer durables industry, owing to both product and service aspects involved in durables purchase and usage. Consumer attitude is a relatively global and enduring evaluation of an object of consumption, issue, person or an act. Attitudes guide one's thoughts, influences feelings and affects behaviors. Changes in behavioral patterns of consumers over the years has been due to several factors and best described by the consumer acculturation. Consumers use attitudes as a frame of reference to judge new information/objects. Ultimately the consumer attitudes which are learnt and stored in memory play a crucial role in decision making for the purchase of goods/services. A brief review of the attitude and behavior nexus conditioned by the consumer related factors, social factors and the cognitive dissonance factors are discussed herein, based on an attitude focused study on MWO in 300 urban HHs of Kochi metro. Consumer Attitude has gained larger importance today in the modern marketing segmentation strategies, targeting and product positioning, which can be appreciated from the consumer centric approach of all marketers today. The assumptions of TRA & TPB are applicable in this study.
- Subjects
CONSUMER attitudes; MARKET segmentation; DURABLE consumer goods; ACCULTURATION; COGNITIVE dissonance
- Publication
CLEAR International Journal of Research in Commerce & Management, 2013, Vol 4, Issue 3, p47
- ISSN
2249-4561
- Publication type
Article