Factors Influencing the Pre-Purchase Attitude of Consumers: A Study

Anilkumar, N.; Joseph, Jelsy
July 2012
IUP Journal of Management Research;Jul2012, Vol. 11 Issue 3, p23
Academic Journal
Consumer attitude refers to the enduring evaluation of an object of consumption, issue, person or an act. Attitudes guide one's thoughts, influence feelings and affect behaviors. Change in the behavioral pattern of consumers over the years has been due to several factors, and can best be described by consumer acculturation. Consumers use attitudes as a frame of reference to judge new information/objects. Ultimately, consumer attitudes which are learned and stored in memory play a crucial role in purchase decision making. A brief review of the attitude and behavior nexus conditioned by the consumer-related factors, social factors and the intervening situational factors are discussed herein, combining the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM), based on a attitude-focused study on Microwave Oven (MWO). 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.


Related Articles

  • Understanding your customers' temperaments can help increase sales. Boe, John // Aftermarket Business;Aug2006, Vol. 116 Issue 8, p6 

    The article discusses the different selling strategies that are appropriate for the four primary behavioral styles of customers. John Boe, an expert in sales training and motivational programs, believed that understanding customers' temperaments can help increase sales. The article cites the...

  • New Year's marketing reset. FAZEKAS, DAVID // Smart Business Chicago;Jan2014, Vol. 11 Issue 2, p8 

    The article offers the author's insights on how to improve customer relations. Topics discussed by the author include the significance of knowing the customers' attitudes, current needs and behaviors, the conduct of an internal analysis of potential and new customers, and the use of customer...

  • Brand experience formation mechanism and its possible outcomes: A theoretical framework. Khan, Imran; Rahman, Zillur // Marketing Review;Summer2015, Vol. 15 Issue 2, p239 

    Nowadays, both managers and academicians have started seeing consumers as rational, as well as emotional, decision makers. Because of this, companies have started reinventing marketing and engaging consumers through experiences. Experiences provide platforms that are linked with various aspects...

  • Data augmentation by predicting spending pleasure using commercially available external data. Baecke, Philippe; Van den Poel, Dirk // Journal of Intelligent Information Systems;Jun2011, Vol. 36 Issue 3, p367 

    Since customer relationship management (CRM) plays an increasingly important role in a company's marketing strategy, the database of the company can be considered as a valuable asset to compete with others. Consequently, companies constantly try to augment their database through data collection...

  • Mythic Agency and Retail Conquest. Dobscha, Susan; Foxman, Ellen // Journal of Retailing;Jun2012, Vol. 88 Issue 2, p291 

    Abstract: This paper expands agency theory by identifying mythic agency as a lens through which retailers can view spectacular events during which consumers act heroically to achieve an important consumption goal. Partaking in a stressful and challenging retail experience invokes the stages of a...

  • Relationship Management Revisited. Wyner, Gordon A. // Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p10 

    The article discusses customer relationship management, a form of marketing that began with loyalty programs in the 1950s. Advances in computer technology that allow marketers to gather and store information about consumers has led to the practice's reinvigoration, though critics believe that it...

  • Strategy trumps tactics. FAZEKAS, DAVID // Smart Business Chicago;Jan2013, Vol. 10 Issue 2, p6 

    In the article, the author focuses on business strategy before making an investment in market. He discusses the difference in marketing tactics and marketing strategy. He mentions that the marketing tactics are the way to bring brand message to the consumer. He suggests that marketing tactics...

  • Costly customer relations and pricing. Choudhary, M. Ali; Orszag, J. Michael // Oxford Economic Papers;Oct2007, Vol. 59 Issue 4, p641 

    In this paper we show that when a monopolist incurs certain costs for servicing or maintaining its customer-base, price markups may decrease with high demand — i.e. markups are countercylical. Indeed, for a given market share when demand booms each customer on average will purchase more...

  • Understanding Customer Experience Throughout the Customer Journey. Lemon, Katherine N.; Verhoef, Peter C. // Journal of Marketing;Nov2016, Vol. 80 Issue 6, p69 

    Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics