Consumer Behaviour: Changes in Perception, Attitude and Self
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This report explores the changes in consumer behaviour towards a particular brand, using major models and tools to understand perception, attitude and self. It discusses the trait-based approach, difference between single and multi trait approach and multiplicity of self.
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Consumer Behaviour
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A. Change of perception, buying behaviour and gestalt psychology-.........................................3
B. What is attitude, tri-component model and functional theory of KATZ-...............................5
C. Outline on trait-based approach, difference between single and multi trait approach and
multiplicity of self........................................................................................................................7
CONCLUSION................................................................................................................................8
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A. Change of perception, buying behaviour and gestalt psychology-.........................................3
B. What is attitude, tri-component model and functional theory of KATZ-...............................5
C. Outline on trait-based approach, difference between single and multi trait approach and
multiplicity of self........................................................................................................................7
CONCLUSION................................................................................................................................8
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INTRODUCTION
Consumer behaviour is a behavioural study of customers, be it in groups, organizations or
as an individual (Ajzen., 2018). This study is engaged with all the activities that are related to the
purchase disposition and usage of goods and services. It consists of how the consumers feeling,
attitudes and predilection affects their buying behaviour.
Following report will consist of the changes in the customer behaviour related to a
particular brand. How the perception of a consumer changes and how it impacts the buying
behaviour of that consumer. This report will add, the use of some major models and tools to
understand the three areas of consumer behaviour, the perception, attitude and the self.
MAIN BODY
A. Change of perception, buying behaviour and gestalt psychology-
The major cause in change of the perceptions of a consumer is because of its brands value
and the products and services it offers. A brand which holds a good image and quality, tends to
have a good customer base and good consumer behaviour towards it. For example, Maybelline
new-york is a brand which is growing at a good pace these days.
Here is the report on how a consumer behave towards the brand and how it has changed the
buying behaviour of a customer.
Maybelline New-york is the largest and fastest growing cosmetic brand in the market
with its wide spread network (Flymén.,2020). The company is in a patent group with Lo-real
Paris and is doing a great job in its field by targetting maximum of the customers. Despite Lo-
real Paris being a great brand and a parent company of Maybelline new-york, the interests of the
people is getting shifted towards Maybelline as the brand is continuously evolving and is
targetting the right audience towards it. The brand has a with a very good and big customer base
with mostly young generations in it (Chukwu and et.al., 2019). The company by holding a good
value and by giving its advertisements on different online platforms is attracting large no. of
audience towards it. Variety of products that are offered and the quality that is offered, is
becoming a huge cause of customer inclination towards it.
I personally believe that any company which offers a good range of variety at an
affordable price is a company that can have a good impact on customers and have a good rate of
growth in the market. Maybelline being a pocket friendly brand, with its affordable and good
quality range of products is the main reason why I shifted to this brand (Spangenberg and Lorek.,
Consumer behaviour is a behavioural study of customers, be it in groups, organizations or
as an individual (Ajzen., 2018). This study is engaged with all the activities that are related to the
purchase disposition and usage of goods and services. It consists of how the consumers feeling,
attitudes and predilection affects their buying behaviour.
Following report will consist of the changes in the customer behaviour related to a
particular brand. How the perception of a consumer changes and how it impacts the buying
behaviour of that consumer. This report will add, the use of some major models and tools to
understand the three areas of consumer behaviour, the perception, attitude and the self.
MAIN BODY
A. Change of perception, buying behaviour and gestalt psychology-
The major cause in change of the perceptions of a consumer is because of its brands value
and the products and services it offers. A brand which holds a good image and quality, tends to
have a good customer base and good consumer behaviour towards it. For example, Maybelline
new-york is a brand which is growing at a good pace these days.
Here is the report on how a consumer behave towards the brand and how it has changed the
buying behaviour of a customer.
Maybelline New-york is the largest and fastest growing cosmetic brand in the market
with its wide spread network (Flymén.,2020). The company is in a patent group with Lo-real
Paris and is doing a great job in its field by targetting maximum of the customers. Despite Lo-
real Paris being a great brand and a parent company of Maybelline new-york, the interests of the
people is getting shifted towards Maybelline as the brand is continuously evolving and is
targetting the right audience towards it. The brand has a with a very good and big customer base
with mostly young generations in it (Chukwu and et.al., 2019). The company by holding a good
value and by giving its advertisements on different online platforms is attracting large no. of
audience towards it. Variety of products that are offered and the quality that is offered, is
becoming a huge cause of customer inclination towards it.
I personally believe that any company which offers a good range of variety at an
affordable price is a company that can have a good impact on customers and have a good rate of
growth in the market. Maybelline being a pocket friendly brand, with its affordable and good
quality range of products is the main reason why I shifted to this brand (Spangenberg and Lorek.,

2019). The products of the brand have a good durability with no side effects. In the areas, where
most of the brands fail and have a drawback, maybelline new-york is doing wonderfully and is
outstanding in the crowd. Another reason, for the customer behaviour change is because of the
influencers on the social media platforms that are being paid or are in paid partnerships with
brand are promoting its products. Its is one of the most trending ways to promote a brand these
days and indulging into or by following these practices the brand is also getting huge customer
base attracted towards it.
GESTALT PSYCHOLOGY
Gestalt psychology is an edifice of thoughts. It focuses on a whole rather than parts.
Meaning, something as a whole is greater than just components of it. It is believed that the
human beings tends to recognize objects as absolute, despite the spaces that the object may
comprise. With the help of Gestalt psychology this idea has been introduced to us that the
human's perceptibility does not only include seeing what is existing around worldwide but it is
also influenced to a great extent by the expectations and motivations (Henle., 2021) The
psychology involves some principles in this theory, of which, the principle of similarity and the
principle of closure are the two principles that are going to be explained here with the help of
examples.
Principle of similarity- This principle is engaged with the tendency of grouping similar kinds of
items together on the basis of some common features, which can be in terms of the colour,
orientation or size (Li and et.al., 2022).
For example, if it is seen that two squares of the same size that are placed next to each-other, and
they have a similar colour suppose yellow, it is intended that they belong to something or are
related to each other. This is the principle of similarity.
Principle of closure- This principle is engaged with a concept of forming a group, it means the
small elements that form a sealed object are taken as a group (Poddar and et.al., 2022). This
principle involves on paying attention on stuffing the information that is lacking for an object to
make sense. For example, if a logo or shape is there, suppose of a flower, but it is not drawn
completely and a leaf is missing in it, then it is very easy to fill in the leaf and imagine it as a
whole group. Filling of an incomplete thing or filling missing information in anything to make it
look as a complete group is an example of closure principle of Gestalt psychology.
most of the brands fail and have a drawback, maybelline new-york is doing wonderfully and is
outstanding in the crowd. Another reason, for the customer behaviour change is because of the
influencers on the social media platforms that are being paid or are in paid partnerships with
brand are promoting its products. Its is one of the most trending ways to promote a brand these
days and indulging into or by following these practices the brand is also getting huge customer
base attracted towards it.
GESTALT PSYCHOLOGY
Gestalt psychology is an edifice of thoughts. It focuses on a whole rather than parts.
Meaning, something as a whole is greater than just components of it. It is believed that the
human beings tends to recognize objects as absolute, despite the spaces that the object may
comprise. With the help of Gestalt psychology this idea has been introduced to us that the
human's perceptibility does not only include seeing what is existing around worldwide but it is
also influenced to a great extent by the expectations and motivations (Henle., 2021) The
psychology involves some principles in this theory, of which, the principle of similarity and the
principle of closure are the two principles that are going to be explained here with the help of
examples.
Principle of similarity- This principle is engaged with the tendency of grouping similar kinds of
items together on the basis of some common features, which can be in terms of the colour,
orientation or size (Li and et.al., 2022).
For example, if it is seen that two squares of the same size that are placed next to each-other, and
they have a similar colour suppose yellow, it is intended that they belong to something or are
related to each other. This is the principle of similarity.
Principle of closure- This principle is engaged with a concept of forming a group, it means the
small elements that form a sealed object are taken as a group (Poddar and et.al., 2022). This
principle involves on paying attention on stuffing the information that is lacking for an object to
make sense. For example, if a logo or shape is there, suppose of a flower, but it is not drawn
completely and a leaf is missing in it, then it is very easy to fill in the leaf and imagine it as a
whole group. Filling of an incomplete thing or filling missing information in anything to make it
look as a complete group is an example of closure principle of Gestalt psychology.
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B. What is attitude, tri-component model and functional theory of KATZ-
Attitude- an attitude is defined as the general assessment of products and services which are
formed over time. This is a study that is important for any business or marketers, as the
consumers selective process, schooling and the ultimate buying decision is dependent on it. It is
the feeling of interest or boredom towards a particular product or brand. A consumer with
positive attitude is more likely to purchase a product than a consumer with negative attitude. It is
very important for a brand to have positive attitude consumer base in order to sustain longer in
the market and have a goodwill in the market. For example, attitude of customers towards
branded products which give quality in good price is positive but on the same hand attitude of
customers towards non branded products giving quality is negative.
So, in this the branded products have a good market and the non branded products do no
share that good place in the market when compared. Attitudes of customers can be in any form
example the consumers can be aggressive. Aloof, anxious or in any other attitude for a brand
like, for a cruelty based brand it may happen that the customer base have an aggressive attitude
towards it, and they are more inclined towards non- cruelty brands. So in order to create a good
image in the market a positive customer attitude is essential.
TRICOMPONENT MODEL
This model comprises three parts of attitudes of the consumers. It includes-
Cognitive component
Affective component
Conative component
COGNITIVE COMPONENT
This component is engaged with a person's cognitions which means it is directly related
to a consumers knowledge and perceptions. In this, the knowledge and perceptions of a customer
takes form of the images, beliefs and long-term memories. It includes all the personal driven
experience a consumer had towards an object which has set one's beliefs and a specific consumer
behaviour. This models shows the strong reasoning cognitive style of the customer. For example-
When a consumer is sure about a brand such as, an apple i-phone user, with all the experience
user has had with the brand, sets all the beliefs and specific consumer behaviour towards it.
The affective component- this component is engaged with the feelings and emotions of the
customers towards a particular object. The feelings are directly influenced by the customer's
Attitude- an attitude is defined as the general assessment of products and services which are
formed over time. This is a study that is important for any business or marketers, as the
consumers selective process, schooling and the ultimate buying decision is dependent on it. It is
the feeling of interest or boredom towards a particular product or brand. A consumer with
positive attitude is more likely to purchase a product than a consumer with negative attitude. It is
very important for a brand to have positive attitude consumer base in order to sustain longer in
the market and have a goodwill in the market. For example, attitude of customers towards
branded products which give quality in good price is positive but on the same hand attitude of
customers towards non branded products giving quality is negative.
So, in this the branded products have a good market and the non branded products do no
share that good place in the market when compared. Attitudes of customers can be in any form
example the consumers can be aggressive. Aloof, anxious or in any other attitude for a brand
like, for a cruelty based brand it may happen that the customer base have an aggressive attitude
towards it, and they are more inclined towards non- cruelty brands. So in order to create a good
image in the market a positive customer attitude is essential.
TRICOMPONENT MODEL
This model comprises three parts of attitudes of the consumers. It includes-
Cognitive component
Affective component
Conative component
COGNITIVE COMPONENT
This component is engaged with a person's cognitions which means it is directly related
to a consumers knowledge and perceptions. In this, the knowledge and perceptions of a customer
takes form of the images, beliefs and long-term memories. It includes all the personal driven
experience a consumer had towards an object which has set one's beliefs and a specific consumer
behaviour. This models shows the strong reasoning cognitive style of the customer. For example-
When a consumer is sure about a brand such as, an apple i-phone user, with all the experience
user has had with the brand, sets all the beliefs and specific consumer behaviour towards it.
The affective component- this component is engaged with the feelings and emotions of the
customers towards a particular object. The feelings are directly influenced by the customer's
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nature of researching and gaining knowledge about the particular object. The consumers tend to
capture the global assessment and check all the negative and positive attitudes the object holds.
In this the feelings and emotions of the consumers towards the object changes and it completely
depends on the experience of the decision maker.
For example, when a consumer is willing to buy a lipstick of blue heaven but on
acquiring knowledge about that product in the market, the results of the following lipstick is not
good, then the consumer can easily change the choice and shift to some other brand.
Conative component- this component is related to the preference or likelihood for an object in
the market. It is simply associated with the choice a consumer wants to make and have a positive
attitude towards that choice. For example, when a customer wants to buy Maruti S-Cross, then
the customer also has a positive attitude and preference already set for that.
FUNCTIONAL THEORY OF KATZ-
This theory is engaged with the attitudes that are identified by the functions that are
served to us. An individual holds the attitude because these attitudes helps in daily achieving of
the goals. Katz has distinguished it in 4 different parts-
INSTRUMENTAL- This attitude consist of the favourable attitude one person holds towards
something, when the one is rewarded or aided for it. This helps one to change the attitude if
doing will benefit and help the one to achieve desired goal. A person will always want to
maximize the rewards and minimize all the punishments.
VALUE EXPRESSIVE- It is the attitude that permits an individual to express one's concept and
fortify self-image. For example, a person might change the attitude towards a particular brand
because that particular brand is now growing fast and is now used by almost everyone in the
market.
EGO-DEFENSIVE- These are the attitudes that save an individual from the harsh realities and
truths of life by already developing a defence mechanism towards them.
KNOWLEDGE- With such attitudes like stereotypes, one can bring clarity and order to the
complexities in the life. This kind of attitude provide a structured environment and helps to
supply the one with standards of judgements.
capture the global assessment and check all the negative and positive attitudes the object holds.
In this the feelings and emotions of the consumers towards the object changes and it completely
depends on the experience of the decision maker.
For example, when a consumer is willing to buy a lipstick of blue heaven but on
acquiring knowledge about that product in the market, the results of the following lipstick is not
good, then the consumer can easily change the choice and shift to some other brand.
Conative component- this component is related to the preference or likelihood for an object in
the market. It is simply associated with the choice a consumer wants to make and have a positive
attitude towards that choice. For example, when a customer wants to buy Maruti S-Cross, then
the customer also has a positive attitude and preference already set for that.
FUNCTIONAL THEORY OF KATZ-
This theory is engaged with the attitudes that are identified by the functions that are
served to us. An individual holds the attitude because these attitudes helps in daily achieving of
the goals. Katz has distinguished it in 4 different parts-
INSTRUMENTAL- This attitude consist of the favourable attitude one person holds towards
something, when the one is rewarded or aided for it. This helps one to change the attitude if
doing will benefit and help the one to achieve desired goal. A person will always want to
maximize the rewards and minimize all the punishments.
VALUE EXPRESSIVE- It is the attitude that permits an individual to express one's concept and
fortify self-image. For example, a person might change the attitude towards a particular brand
because that particular brand is now growing fast and is now used by almost everyone in the
market.
EGO-DEFENSIVE- These are the attitudes that save an individual from the harsh realities and
truths of life by already developing a defence mechanism towards them.
KNOWLEDGE- With such attitudes like stereotypes, one can bring clarity and order to the
complexities in the life. This kind of attitude provide a structured environment and helps to
supply the one with standards of judgements.
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I personally hold the experience of Kay beauty brand and towards that brand I hold
instrumental, knowledge and ego-defensive attitude. Finding the brand perfect for my go-to look,
I always recommend Kay beauty to everyone that asks me and become very defensive for the
brand in front of someone who has all the negative sayings for the products. Known to the brands
all products I personally don't hold any clarity issues and also have a positive attitude towards it.
C. Outline on trait-based approach, difference between single and multi trait approach and
multiplicity of self
This approach is one of the leading theoretic areas in the learning of personality.
According to this approach a trait is a characteristic of one's personality which comprise 3
criteria:
It should vary from different person to different person
Should be stable
Should be consistent
It focuses on how one person is totally different to another person. The combination of different
traits forms a personality which is unique and distinct to each person (Krauskopf and Forssell.,
2018) And this theory is used in measuring and identifying an individual's personality and
characteristics.
Traits are of three different types-
Cardinal traits, which are developed later in one's life.
Central traits, which describes the personality such as honest, intelligent, shy etc.
Secondary traits, which are engaged with one's preference or attitude towards a
situation.
DIFFERENCE BETWEEN SINGLE AND MULTI TRAIT APPROACH
SINGLE-TRAIT APPROACH MULTI-TRAIT APPROACH
It looks only at a particular trait
It tries to understand the consequences
and origin.
It focuses on several traits.
It tries to minimize the risk of lacking
precious populational specificities
Example- conscientiousness Example- Drug abuse
instrumental, knowledge and ego-defensive attitude. Finding the brand perfect for my go-to look,
I always recommend Kay beauty to everyone that asks me and become very defensive for the
brand in front of someone who has all the negative sayings for the products. Known to the brands
all products I personally don't hold any clarity issues and also have a positive attitude towards it.
C. Outline on trait-based approach, difference between single and multi trait approach and
multiplicity of self
This approach is one of the leading theoretic areas in the learning of personality.
According to this approach a trait is a characteristic of one's personality which comprise 3
criteria:
It should vary from different person to different person
Should be stable
Should be consistent
It focuses on how one person is totally different to another person. The combination of different
traits forms a personality which is unique and distinct to each person (Krauskopf and Forssell.,
2018) And this theory is used in measuring and identifying an individual's personality and
characteristics.
Traits are of three different types-
Cardinal traits, which are developed later in one's life.
Central traits, which describes the personality such as honest, intelligent, shy etc.
Secondary traits, which are engaged with one's preference or attitude towards a
situation.
DIFFERENCE BETWEEN SINGLE AND MULTI TRAIT APPROACH
SINGLE-TRAIT APPROACH MULTI-TRAIT APPROACH
It looks only at a particular trait
It tries to understand the consequences
and origin.
It focuses on several traits.
It tries to minimize the risk of lacking
precious populational specificities
Example- conscientiousness Example- Drug abuse
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IMPORTANCE OF MULTIPLICITY OF SELF
Multiplicity of self refers to the person who behaves like having at least two clear selves
that are believed to be built socially (Herzog., 2019). Each self has its own emotional reactions,
behaviour, thoughts, preferences and even memory. They only share a body in which they live.
Multiplicity of self is important as it helps in determining the behaviour of the consumer towards
a particular product and it also helps the one to understand about the product and services the
company is offering in the market and then evaluating on that basis of that, what is helpful for
that individual and weather the one should buy the product or not. There are 5 different aspects
in it, the social, mental, spiritual, emotional and physical.
It has helped me in good experience of the products that I buy from the market because of
the prior knowledge that I gain (Ortega., 2019). The most trending products and good quality
products have a positive behaviour towards them and I always prefer products that have a good
market image and which the latest trends of the society. When the products are recommended
they always have a positive behaviour towards them.
CONCLUSION
From the above report it has been concluded that, the consumer behaviour tends to
change according to the latest trends and fashion. A consumer has different attitudes towards
different brands and after all the knowledge one can gain from the market, a purchase is made.
It is the multiplicity of self that helps a consumer combine various senses of a personality and
helps in optimizing a purchase.
Multiplicity of self refers to the person who behaves like having at least two clear selves
that are believed to be built socially (Herzog., 2019). Each self has its own emotional reactions,
behaviour, thoughts, preferences and even memory. They only share a body in which they live.
Multiplicity of self is important as it helps in determining the behaviour of the consumer towards
a particular product and it also helps the one to understand about the product and services the
company is offering in the market and then evaluating on that basis of that, what is helpful for
that individual and weather the one should buy the product or not. There are 5 different aspects
in it, the social, mental, spiritual, emotional and physical.
It has helped me in good experience of the products that I buy from the market because of
the prior knowledge that I gain (Ortega., 2019). The most trending products and good quality
products have a positive behaviour towards them and I always prefer products that have a good
market image and which the latest trends of the society. When the products are recommended
they always have a positive behaviour towards them.
CONCLUSION
From the above report it has been concluded that, the consumer behaviour tends to
change according to the latest trends and fashion. A consumer has different attitudes towards
different brands and after all the knowledge one can gain from the market, a purchase is made.
It is the multiplicity of self that helps a consumer combine various senses of a personality and
helps in optimizing a purchase.
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REFERENCES
Books and journals
Ajzen, I., 2018. Consumer attitudes and behavior. In Handbook of consumer psychology (pp.
529-552). Routledge.
Chukwu, B.A. and et.al., 2019. The impact of advertising on consumers buying behaviour.
International Journal of Arts and Commerce. 8(1). pp.1-15.
Flymén, C., 2020. Beauty Standards: A Critical Discourse Analysis of Makeup Advertisements
by Maybelline and CoverGirl.
Henle, M. ed., 2021. Documents of Gestalt psychology. University of California Press.
Herzog, D., 2019. Consumers' Selves and Marketing. BoD–Books on Demand.
Krauskopf, K. and Forssell, K., 2018. When knowing is believing: A multi‐trait analysis of self‐
reported TPCK. Journal of Computer Assisted Learning. 34(5). pp.482-491.
Li, H. and et.al., 2022. Gestalt Principles Emerge When Learning Universal Sound Source
Separation. IEEE/ACM Transactions on Audio, Speech, and Language Processing.
Ortega, M., 2019. Multiplicitous Selves. Race as Phenomena: Between Phenomenology and
Philosophy of Race. p.15.
Poddar, S. and et.al., 2022. Robust Lead‐Free Perovskite Nanowire Array‐Based Artificial
Synapses Exemplifying Gestalt Principle of Closure via a Letter Recognition Scheme.
Advanced Intelligent Systems. p.2200065.
Spangenberg, J.H. and Lorek, S., 2019. Sufficiency and consumer behaviour: From theory to
policy. Energy Policy. 129. pp.1070-1079.
Books and journals
Ajzen, I., 2018. Consumer attitudes and behavior. In Handbook of consumer psychology (pp.
529-552). Routledge.
Chukwu, B.A. and et.al., 2019. The impact of advertising on consumers buying behaviour.
International Journal of Arts and Commerce. 8(1). pp.1-15.
Flymén, C., 2020. Beauty Standards: A Critical Discourse Analysis of Makeup Advertisements
by Maybelline and CoverGirl.
Henle, M. ed., 2021. Documents of Gestalt psychology. University of California Press.
Herzog, D., 2019. Consumers' Selves and Marketing. BoD–Books on Demand.
Krauskopf, K. and Forssell, K., 2018. When knowing is believing: A multi‐trait analysis of self‐
reported TPCK. Journal of Computer Assisted Learning. 34(5). pp.482-491.
Li, H. and et.al., 2022. Gestalt Principles Emerge When Learning Universal Sound Source
Separation. IEEE/ACM Transactions on Audio, Speech, and Language Processing.
Ortega, M., 2019. Multiplicitous Selves. Race as Phenomena: Between Phenomenology and
Philosophy of Race. p.15.
Poddar, S. and et.al., 2022. Robust Lead‐Free Perovskite Nanowire Array‐Based Artificial
Synapses Exemplifying Gestalt Principle of Closure via a Letter Recognition Scheme.
Advanced Intelligent Systems. p.2200065.
Spangenberg, J.H. and Lorek, S., 2019. Sufficiency and consumer behaviour: From theory to
policy. Energy Policy. 129. pp.1070-1079.
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