Consumer attitudes are consumer’s feelings, beliefs, and behavioral feelings for an item within a store or a brand. All of these essential elements are viewed together because they represent influences on how the customer will react to a product or service. Marketers try to understand different attitudes so they can get customers to create positive attitudes for services and products.
First, beliefs can be both negative and positive toward an item; some can even be neutral. Since customers have many different beliefs, it can be hard to discover what item is overall good or bad. Sometimes beliefs depend on a person or the situation. A consumer’s beliefs aren’t always accurate, but they do give brands a better insight into what the consumer thinks about the product or service. Brands use the Multi-attribute model to bring together overall attitudes forming one score. For example, if a person has positive beliefs, they might say the burger tastes great. If they have a negative belief, they might say the burger incorrectly and missing some seasonings.
Second, is a consumer feeling or also known as affect. In this step, marketers get to see a customer’s actual feelings toward a product or brand. Most of the time, the feelings they have been impacted by their beliefs, but some feelings are independent of beliefs as well. For example, a person can be a huge animal rights activist and believe animals shouldn’t be in cages. Still, they may have a positive effect since she had several birthday parties as a kid at the zoo and would feed and pet the animals. She unconsciously associates the animals with the experience she has as a kid.
Third is a consumer behavioral feeling that is known to be what the customer plans to do with the object. If they are going to buy a product or not from that specific brand. Similar to consumer feeling/affect, this may be a reflection of beliefs a consumer might have about a brand or product but can reflect circumstances they might have to follow. For example, a person doesn’t really like a bar, but they go there because their friends are always spending time there.
I have worked the past five years in the fitness industry controlling the management side. I have learned that consumer attitudes are an essential factor for a brand to be successful. In our industry, we use the multi-attribute model to see how consumers are feeling and rating our services like our customer service, our quality of the workout, and the cleanliness of the studio. This allows us a brand to come together and think of solutions to things they believe can be better. These tools will enable us to gain more loyal clients and have an increase in revenue and client base. Factors like following our consumer attitudes and the Multi-Attribute model make the brand stand out in the market.