'Consumer behaviour theory\r'

'In the current state of pictureing consumer behaviour military positions be core concept in gaining knowledge of plurality’s individual(prenominal)ities, behaviour and choices they make. In other lecture answering the question †â€Å"Why do multitude do what they do? ” Along with beliefs and identity they atomic number 18 main f modus operandior impacting on soul’s life since everyday choices are made include a certain attitude. Un slight marketers try to define and deliver attention to the psychological need which is encountered by the guardianship of an attitude they are in a poor people position to predict when and how it willing change. (Daniel Katz, 1960)This essay will specify the factors and psychological processes that influence people’s needs and their perceptions of various increases. Further more it will pick up how marketers can apply the Functional Theory of Attitudes to understand and influence consumers’ attit udes and buying behaviour. According to Arnould (2004)”An attitude is a person’s overall, enduring evaluation of a concept or object, much(prenominal) as a person, a brand or a aid” Attitude springation could happen in varied ways and it is continual process which is influenced throughout an individual’s lifetime.Some of the influences are internal such as values and beliefs still many of these influences are outside(a), such as family, school, religion, work, peers and, to an increasing extent, the media. The views for companies are base on associations that they have linked them. The Functional theory of attitudes explains consumers’ reasons for retentiveness or changing their attitudes. Daniel Katz (1960) distinguished four functions differing in what roles they perform for the individual.â€Å"According to practicable theory, people form attitudes in order to organize, structure and summarize magnanimous amounts of information about an object (Grewal et al. 2004)” (Argyriou, E. , & Melewar, T. C. , 2011, pp. 433) The functional theory highlights the idea that attitude change occurs when subject matter and motive match (Katz 1960) and suggests that an individuals attitude toward an object is by and large determined by what â€Å"function” an attitude serves for the individual.The showtime attitude function †the functional is expressed in achieving desired needs, consumers stay away from brands which are improbable to fulfil their needs. Utilitarian appeal contains informing consumers of atomic number 53 or more key benefits that are perceived to be highly functional or classic to aimed consumers. The term â€Å"utilitarian advertising appeal”, is a creative approach that highlights the functional features of a yield or a brand. The primary principle is the unity of â€Å"expected reward” and a lot of the commercials social occasion this function in order to focus on the return performance attributes or its benefits. For example, close of the travel advertisings are emphasising on the utilitarian features and characteristics.Place satisfaction is the â€Å"utilitarian value (of a place) to meet certain basic needs” (Guest & Lee, 1983, p. 234) These needs range from sociability to public services to and the perceived quality of, facilities, or visual appearance (Stedman, 2002,pp. 564) The egotism-defensive function in which the individuals protects themselves from get to know truths about internal feelings or the threats of the external world in order to protect their ego and self-image. (Katz, D. , 1960) Nowadays consumers want to be associated with a token brand or harvesting.This comes from the fact that they want to phase up and keep a particular self-image of themselves in the eyes of their peers. Products which aim to avoid anxiety-producing situations are most likely to be purchased. A perfume is a good example of an eg o-defensive aimed product because it is used to turn up individual’s self-esteem and position in the society. Advertising this kind of â€Å"tools” emphasises on the social acceptance, confidence, and internal desirability in order to build a positive attitudes and association with the particular brand. â€Å"You are erratic…You are Magnifique! The new Feminine Fragrance. ” is the slogan of â€Å"Magnifique” by â€Å"Lancome” flattering ones’ Ego. The value-expressive function is the one from which the individual expresses attitudes which pair to his personal values and to his concept of himself which brings him satisfaction. This is a primordial function because it stresses the importance of self-expression, self-development, and self-realization. Consumers could form a product attitude not because of its tangible functions or characteristics, but because of what it says about their personality.â€Å"Places contain symbols of un like social categories and personal meanings, and represent and maintain identity on different levels and dimensions. There is no social identity that is not also place-related and thing-related” (Grauman, 1983). The organisation of knowledge function is based upon the individual’s need of order, structure or meaning in their life. Striving for â€Å"ordering their beingness” comes from the need of standards or frames when it comes to a new product or confusing situation. The consumer sorts all the messages while ignoring the less relevant information.This could result in positive attitude toward the new brand or the new characteristics of the brand. For example, more information is required when a customer is buying car or the additional policies for a lively phone contract. In conclusion, attitudes toward brands and products are used to predict preferences among brands, buying intentions, or actual choice behaviour. quantity of brand preferences is not the s ame as measures of think or actual choice. Marketers have to consider attitudes toward the act of buying or using a product rather than attitudes toward the product itself.\r\n'