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How Consumer Attitudes & Behaviors Affect Their Purchases - Essay Example
Pages 7 (1757 words)
Name Date Course Section How Consumer Attitudes & Behaviors Affect their Purchases Abstract: Consumers’ purchasing power is highly influenced by their behavior, beliefs, and attitudes towards brands or stores. Attitude and belief can either act as an advantage or obstacle to a marketer…
These savvy marketers understands their consumers’ behavior and thus able to distinguish between attitudes and beliefs. Every year, firms (through their marketing departments) heavily invest in researches to identify consumers’ attitudes which are more likely influence their purchasing behavior. Marketers go ahead to persuade consumers through promotions and advertising in order to win consumer loyalty. Consumer Attitudes In marketing, attitude is defined as “the general evaluation of a product or service formed over time” (Maxfield, 2012). Attitude greatly affects the purchasing and buying habit of consumers as well as satisfying personal motives of the consumers. As such, consumer attitude is defined as a composite of beliefs, behavioral intention and feelings. On the other hand, behavioral intention of consumers is defined (in marketing content) by consumers’ beliefs and feeling about a given product. Consumer feeling and behavior are treated together as they are relatively interdependent, thus collectively representing purchasing force of the consumer. This relationship and interdependency can be represented as below: Attitude is majorly a psychological term that applies in all fields involving human beings. Attitude refers to the inner feelings and understanding of individuals towards certain object or concepts. ...
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