Monday, September 20, 2010

Chapter 7 attitudes and attitude change

  Chapter 7 attitudes and attitude change

consumer attitudes consist of two factor. Emotion which is refer to consumer felling toward attitude abject, and Cognition, which is refer to consumer beliefs toward objects.

Consumers attitudes can be both, positive or negative, that result of how consumer evaluate products or things that reflect on their behaviour toward objects, the evaluation based on cognitive informations, behaviour learning, and hedonic consumption.

Marketer most understand witch of the components (emotional or cognitive) , have strong impact on their own brand or their competitor's in order to change consumer attitude.

The main aim for the social marketing, is to change consumer attitudes and behaviours in the ways that benefit to the society as a whole.

Attitudes is measurable, marketer are able to use a sophisticated model, that identify specific components and combine them to product that consumer's overall attitude will be.

Tuesday, September 14, 2010

Chapter 6 Personalty and lifestyles

each individual parson has personality, that reflect his or her behaviour, and who the respond to the products and surrounded environment. Also specific situation traits has strong impact on consumer preference for brand and behaviour.

Understanding consumer lifestyle, is the key that enable marketers to group their costumers and to control the consumption, also lifestyle researches are useful for positioning specific products and services to different segments.

Using techniques like Psyhographic for marketers, in order to identify consumer types and differentiate them based on their brand or product preferences.

The important of having a sets of product and services, that associate with consumer lifestyles, which will enhance consumers desire to pay a brand or a product.

By using geodemography analyses techniques, which is rely on geographical and demographic data, marketers are able to identify cluster of their costumers, who share psychographic characteristics.

Monday, September 6, 2010

Chapter five The Self

Self concept is represent person beliefs , thought and how they evaluate things, self concept consist of three levels.
Self – esteem which is represent the positive impression of person's self concept. People with high self esteem expected to have high performance and success in their life. Unlike people with low self esteem, whom try to avoid embarrassment, expected not to perform very well in certain situations. The aim of self esteem advertising is stimulating positive feeling about the self by changing product attitudes.

Ideal self is our conception of how we would like to be, which is a result of comparing consumers themselves with an ideal models. For example, when girls in South Korea try to change their look by line up at photo machines that makes them looks like western girls.

Actual self which is represent our realistic appraisal of the qualities that we have or we don,t have.

Self consciousness is social mediated by situation and peer group. It could be less or more concern which is mean that the same person could behave differently and that depend on different situations and places.

Media and advertising are plying a big role in socialising consumers to be male and female also traditional women's have their roles in advertising depictions.

Marketer must take in their consideration the differences between gender's role as well as (G L B T) in order to have a successful promotion camping