How attitudes influence buyer choices. Consumer behaviour

Dr Catherine Ngahu talks about the influence of of consumer attitudes on consumer behaviour and marketing. Attitudes are considered a major influencer of consumer behaviour. Consumer attitudes impacts consumer behaviour and marketing strategies by influencing consumer perceptions and consumer usage and perceptions. Consumer attitudes impact buying choices of consumers and hence the high interest on attitudes by marketing strategists.
For this reason, marketers spend a lot of time and resources, in the effort to understand consumer attitudes and marketing strategy. Attitudes play a critical role in the consumer decision making process. In this video Dr Catherine Ngahu talks about how attitudes influence consumer behaviour, consumer attitudes and buying choices, consumer attitudes and buying decisions, consumer attitudes and purchase decisions, consumer attitudes and marketing strategy.

This information is useful for business people, marketers, those in sales, as well as
students of business, consumer psychology and consumer behaviour. It’s also useful for those in the non-governmental (NGO) sector seeking to influence behaviour change or to assess people’s knowledge, attitudes and practices (KAP). This topic is also beneficial to those in marketing who commission or do usage and attitude studies (U & A research).

In the study of consumer behaviour, the topic of attitude, is considered critical to understanding the psychology of the consumer. Attitude is one of the psychological processes that influence consumer decisions and actions. Attitude is important for marketers because it affects the consumer evaluation process, product selection process, how consumers learn, customer intention to buy, and the final buying decision.

how attitudes influence buyer choices
Attitudes influence consumer behaviour, particularly in the stage of evaluating
alternatives, as well as in making the final choice on what to buy. Therefore, the
attitude held by consumers, plays a key role in the success or failure of a company’s,
marketing strategies.

Research shows that positive consumer attitudes tend to
correlate with success in the marketplace as defined by higher sales, consumer usage, and higher market share; while negative or unfavourable attitudes are associated with lower sales, lower usage, lower market share, and poor performance in the market.

The Tri-component attitude model / the 3 Components of attitudes are discussed in detail:
1st Cognitive - awareness
2nd Affective - feelings and emotions
3rd Conative - the action tendency

This is a common area of study in private, public and non-governmental sectors.
Terminologies used in the study of attitudes depend on sector.

Different terminologies, are used by different sectors, to talk about consumer
attitudes. Marketing people in the private sector, talk about usage and attitudes or
U & A to mean the 3 factors of awareness, usage and attitudes.

In the nongovernmental (NGO) sector and international organisations, they talk about KAP or
knowledge, attitude and practices to refer to the same. Hence the need to consider
who you are talking to in order to choose the right words.


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00:00 Attitudes and consumer behaviour
01:03 Attitudes and consumer psychology
02:20 Consumer attitude research and marketing
04:10 Attitudes and learning
05:30 3 Components of attitude
07:24 Consumer attitude application private and NGO sectors