CONSUMER KNOWLEDGE
ARIZONA STATE UNIVERSITY
MKT 402 - CONSUMER BEHAVIOR
WEEK 2
1. Meaning of Knowledge
If we observe the number of shampoo brands in the market, how many brands can we
remember? Do we know where to buy Attack brand laundry soap? Do you know where to
buy canned beef? How to cook vegetables using instant coconut milk? If w e ca n answer
all these questions, then we have very good product knowledge, purchase knowledge, and
usage knowledge. What we know about products, where to buy them, and how to use them
is called consumer knowledge.
"Manufacturers are required to continuously improve the quality of their products, and
new marketing methods. Advertising alone is not enough. On television, for example, a
piece of advertising does not provide much information about a product, while consumers
are getting smarter. For example, before buying something, they will ask left and right first
and they will also do a survey or small research to make sure whether the product is bought
or not.
As Philip Kotler said that: "The world is flat". This sentence is a keyword in horizontal
marketing. He gave an example, a consumer who wants to buy a car, will definitely look for
information by utilizing existing media such as the Internet to see the model and price. He
utilizes Google, opens one blog after another that reviews automotive issues, Youtube,
browse mailing-lists, and sites about cars. After he feels he has enough information about
the car, he visits the showroom or dealer for a test drive. "But, even if you already feel
suitable, the consumer will not buy the car right away," Kotler said, He will go home and go
back to the Internet to find the car seller who offers the lowest price. He scrolls through car
seller websites, even Facebook. "On Facebook I posted a status, a question for friends who
had used or owned the car I wanted. What do they think of the car? Then they sent a
response. And I got so much information that I actually decided to buy a car."
This is the activity of today's consumers. In the web 2.0 era, almost every consumer in
Indonesia is an Internet user and blogger, so when a consumer needs goods/services, he/she
will always look for information about the product before buying either to fellow friends or
to Google. If still not convinced, we - today's consumers - will utilize social media and
social networks to get more information about a product, brand or service. Comparing one
with another. Especially when they want to buy technology products, such as digital
cameras, video cameras, mobile phones, computers, or laptops.
Why is understanding consumer knowledge important for marketers? Because what
is bought, how much is bought, where to buy, and when to buy, will depend on consumer
knowledge will affect purchasing decisions. When consumers have more knowledge, they
are better at making decisions, they will be more efficient and more precise in processing
information and able to recall information better. Consumers utilize the nutrients contained
in fruits and vegetables for their bodies, Consumers will immediately reduce their
consumption of legume products after being told by a doctor that legumes will increase uric
acid levels in their bodies. Consumers may immediately change the store where they shop
after knowing that there are other stores that are more comfortable in providing services and
cheaper prices.
What is the definition of "consumer knowledge"? Mowen and minor (1998) define it
as "the amount of experience with and information about particular products or services a
person has" (p. 106). Engel, Blackwell and Miniard (1995, p. 337) define "at a general
level, knowledge can be defined as the information stored within memory. The subset of total
information relevant to consumers functioning in the marketplace is called information
knowledge". Based on these two definitions, it can be interpreted that consumer knowledge
is all the information that consumers have about various kinds of products and services, as
well as other knowledge related to these products and services. (Ujang Sumarwan, 2002)
2. Knowledge Products
2.1 Type of Knowledge
Ujang Sumarwan (2002) writes about the activities of cognitive psychologists who
divide knowledge into declarative knowledge and procedure knowledge. Declarative
knowledge is a subjective fact that a person knows. The meaning of subjective here is a
person's knowledge that does not necessarily correspond to the actual reality. For example,
soybeans are raw materials for making tempeh and tofu, but on the other hand soybeans can
also be used as ingredients for making milk. Procedural knowledge is knowledge about how
the facts are used. For example, knowledge of how to make soybeans into tempeh and tofu.
Mowen and Minor (1995) divide consumer knowledge into three categories, namely:
objective knowledge and subjective knowledge, and information about the product. other
knowledge. Objective knowledge is the correct information about the product class stored in
the consumer's long-term memory. Subjective knowledge is the consumer's perception of
what and how much he or she knows about the product class. Knowledge sharing in
marketing should be more applicable. Therefore, it is necessary to share knowledge more
precisely. Engel, Blackwell and Miniard (1995) divide consumer knowledge into three
categories, namely: product knowledge, purchase knowledge and usage knowledge.
2.2 Product Knowledge Level
The level of product knowledge is a collection of various kinds of information about
the product. This knowledge includes product category, brand, product terminology, product
attributes or features, product price and beliefs about the product. Peter and Olson (1999)
state that consumers have different levels of product knowledge. This knowledge includes
product class, product form, brand, model/ features. Product class is the broadest level of
product knowledge, which includes several forms, brands or models. Supermarkets place
products on their shelves based on product classes, for example cereals, biscuits, soft drinks,
juice, chocolate and candy. Department stores divide the product classes they sell by
food/beverage products, clothing products, stationary products, kitchenware products,
furniture, and others. Table 6.1 below provides a clearer illustration of the level of product
knowledge. (Ujang Sumarwan, 2002)
Dairy products have a wide variety of models/features. Milk powder models/features
can be divided based on the consumer segment. First, milk powder for infants (6-12
months), ages (1-3 years), and ages (3-5 years), milk for teenagers, milk for adults. Milk
powder can also be divided based on the segment of micronutrient needs, for example high
calcium content milk powder (Anlene brand).
2.3 Product Knowledge Type
Peter and Olson (1999) divide three types of product knowledge, namely knowledge
about product characteristics or attributes, knowledge about product benefits, and knowledge
about consumer satisfaction with products (Ujang Sumarwan, 2002):
a. Knowledge of Product Attributes.
A consumer will see a product based on the characteristics or features of the product.
Consumers should know that cars have attributes of color, model, year of manufacture,
number of cc's, brand, manual or automatic, and so on. Consumers who choose fruit juice
products may consider the attribute of sweetness, juice flavor, price, brand, or packaging.
Televisions also have attributes of size (14, 21, 29 or 32 inches), screen type (flat or regular),
stereo, brand, and others. A consumer may have different abilities in mentioning the
characteristics or attributes of these products. This is because consumers have different
knowledge about a product.
A consumer may have complete information about a car product, so that he is able to
describe in detail the various attributes of the car. Marketers need to understand what their
consumers know, what attributes are known from a product, which attributes are considered
the most important by consumers etc. More knowledge about product attributes will make it
easier for consumers to choose the products they will buy. The attributes of a product can be
divided into physical attributes and abstract attributes. Physical attributes describe the
physical characteristics of a product, for example the size of the NOKIA 3210 mobile phone
(length, width, and thickness in mm). while abstract attributes describe the subjective
characteristics of a product based on consumer perceptions.
A consumer may prefer to ride in a sedan compared to a minibus, because sedans are
considered more luxurious vehicles. Likewise, a consumer chooses a Sony TV because it is
considered higher quality than other TV brands. The definition of quality here is certainly
very subjective. Consumers will consider both characteristics, namely physical and abstract
characteristics in assessing a product. And this consideration will be largely determined by
the information stored in his memory.
Marketing communication strategies are often geared towards conveying information
about new attributes that are owned by a product, with the expectation that the attribute is
able to provide added value to the product for consumers. For example, the advertisement of
vegeta herbal products on TV, the main theme of the advertisement is the highlighting of the
attribute of Vegeta fiber content made from herbal ingredients.
Table 6.2 describes an example of the attribute features found in Nokia brand cellular
phones and how the features are related to the model. This table function is useful to make it
easier for us to understand the features or attributes possessed by the product model.
b. Product Benefits Knowledge
The second type of product knowledge is knowledge of product benefits. Consumers
consume milk, fish, vegetables and fruit because they know the benefits of the product for
their health. Consumers often also think about the benefits they will receive if they consume
a product and not about its attributes. Consumers may not be interested in knowing the
various nutrients in the product attribute "SARI KURMA", but they are more interested in
knowing the benefits of dates to treat their illness. As an example from the content of one of
the "SARI KURMA MASKUR" product brochures, the benefits are as follows: "increases
endurance, is very good for the nutrition of pregnant and lactating women, helps increase
platelets, protects the liver and helps heal the liver, overcomes anemia, etc.". The brochure
mentions various diseases that can be cured by dates, among others: weakness, sexual
disorders, asthma, flu, anemia, hemorrhoids and others.
The table above contains a description of one of the "NOKIA" mobile phone product
brochures that provides knowledge and informs consumers about the facilities, features
(attributes) and capacity of the model. For consumers, the explanation as above is important,
but it will be even more important if consumers have actually felt the benefits of the product.
and the usefulness of
the
product, because this will affect their buying decisions and
behavior.
c. Functional Concequences and Psychosocial Consequences
Consumers will feel two types of benefits after consuming a product, namely
functional benefits, (functional concequences) and psychosocial benefits (psychosocial
consequences). Functional benefits are benefits that consumers feel physiologically. For
example, drinking sosro bottled iced tea will relieve thirst, using a laser jet ink printer will
speed up the printing of manuscripts/documents, using a cell phone will make it easier for
consumers to communicate wherever they are. As is also shown in the Tropicana Slim Milk
advertisement that seeks to influence knowledge consumers by informing the functional
benefits of the product with the phrase: "To continue getting the benefits of milk: No need to
get fat, right?" the ad also provides an illustration of a stable weight despite drinking milk
for one month. This ad emphasizes that consumers will get the benefits of drinking
Tropicana Slim Milk without having to get fat.
Psychosocial benefits are psychological aspects (including: feelings, emotions,
mood) and social aspects. (consumer perceptions of how others view them) that consumers
feel after consuming a product (Ujang Suwarwan, 2002). For example, men who always use
perfume because they feel more confident, consumers who choose the BMW 7 series sedan
as their daily vehicle, because the people around them will judge that BMW is a symbol of
one's career success, consumers teen who always using "Robbani" headscarf because they
feel more suitable and confident.
d. Positive and negative benefits
After consuming the product, there will be two possibilities that consumers feel.
First, consumers will feel the positive benefits of a product. For example, after consuming
the product "SARI KURMA MASKUR", consumers are completely cured of all kinds of
diseases. However, consumers will not only feel positive benefits but will also feel negative
benefits after not consuming the "SARI KURMA MASKUR" product, namely a relapse of
the disease. Please note, that not consuming a product is also a description of consumer
behavior. For example, consumers who have already become alcoholics, will feel addicted if
they do not consume the product, although in the end if this continues it will be a very bad
benefit for their health and survival. Consumers who use electronic goods not in accordance
with the instructions for use, it will quickly break down.
e. Benefit Segmentation
Consumer knowledge about the benefits of a product will have important
implications for marketing strategy. Because this can be the basis for conducting market
segmentation activities, which are commonly referred to as "benefit segmentation".
Consumer benefit segmentation is the division of consumers into groups based on the
product benefits that consumers expect or want. For example, some urban consumers use an
Air Conditioner (AC) because it is beneficial for them coolers and air conditioners, as the air
in urban areas tends to be hot and dirty.
2.4 Risk Perception
Negative benefits for consumers are benefits that are detrimental to consumers.
Negative benefits can also be called the risk accepted by consumers due to consuming or not
consuming a product (perceived risk). Consumers often feel negative benefits because the
perception of these benefits is negative.
Peter and Olson (1999) define perceived risk as an undesirable consequence that
consumers want to avoid, which arises from purchasing a product. Both authors discuss
perceived risk in the consumer knowledge chapter. Mowen and Minor (1998) discuss
perceived risk in the Consumer Motivation and Affect chapter in the discussion of the
motivation to avoid risk subchapter. Perceived risk is defined as "a consumer's perception of
the overall negativity of a course of action based on an assessment of the possible negative
outcomes and of the likelihood that those outcomes will occur" (Mowen and Minor, 1998 p.
176). Meanwhile, Schiffman and Kanuk (2000, p. 153) define perceived risk as "as the
uncertainty that consumers face when they can not foresee the consequences of their
purchase decisions" (Ujang Sumarwan, 2002).
Two important things that are often used to understand consumer risk perception are
uncertainty and consequences. For consumers, these consequences are the benefits or
outcomes that will be felt after buying or consuming a product. Perceived risk is discussed
in the Consumer Perception chapter. Solomon (1999, p. 281) defines perceived risk as "the
belief that the product has potentially negative consequences". Perceived risk will arises
in the minds of consumers if the purchase decision involves extensive information search.
These authors place the discussion of perceived risk in the Individual Decision Makin
chapter, meaning that perceived risk is discussed in relation to information search. Like
Solomon (1999), Loudon and Della Bita (1993) also discuss risk perception in the Consumer
Decision Process chapter. Perceived risk is defined as "risk of certainly regarding the most
appropriate purchase decision or the consequences of the decision" (Ujang Sumarwan,
2002: 510).
This perception of risk will affect the amount of information consumers seek. The
greater the risk perception, the more information consumers seek before purchasing a
product. This happens because in principle consumers are motivated to avoid risk. How
much risk perception is felt will certainly be greatly influenced by the knowledge about the
risk stored in his memory. Risk perception can be divided into seven types, namely as
follows (Ujang Sumarwan, 2002: 511):
1. Functional risk (or performance risk) is the risk that the product does not function as
expected (will the assembled computer I bought break down quickly?).
2. Financial risk or monetary risk is the financial difficulty faced by consumers after
they buy a product or service (if I buy a car on credit, it may cause me to lack money
to buy other needs in the long term).
3. Physical risk is the negative impact that consumers will feel because of using a
product (if I eat instant noodles too often, will it cause a negative impact?cause a
disease due to the amount of coloring or preservatives in the product).
4. Psychological risk is the feelings, emotions, or ego that consumers will feel because of
consuming, buying or using a product (if I wear an unbranded shirt, will it damage my
self-image).
5. Social risk is the consumer's perception of the opinion of him from those around him
(social acceptance) because of buying or consuming a product or service (if I only
invite my immediate family to my child's birthday party, do the neighbors feel
disrespected by me).
6. Time risk is the wasted time that consumers will spend consuming or buying a product
or service. (If I buy an old car, will I spend a lot of time repairing it because the car
often breaks down).
7. The risk of opportunity loss is the loss of opportunities to do other things because
consumers use, buy or consume products and services (if I renovate my house this
year, maybe I can't go hajj this year).
2.5 Purchase Knowledge
a. Meaning and Types of Purchasing Knowledge
Product knowledge includes various information processed by consumers to obtain a
product. Purchase knowledge consists of knowledge about where to buy products and when
to buy products. Consumer decisions regarding where and when to buy products are largely
determined by prior knowledge and information. Benefits The importance of studying
consumer knowledge for marketing strategies is to provide information to marketers about
where and when consumers buy these products. According to Engel, Blackwell and Miniard
(1995) purchasing knowledge consists of knowledge about the store, the location of products
in the store, and the actual placement of products in the store. This will make it easier for
consumers and can save time in finding product locations (Ujang Sumarwan, 2002).
2.6 Purchasing Knowledge and Buying Behavior
Peter and Olson (1999) describe buying behavior in the discussion of the Decision
Making chapter and the Analiyzing Consumer Behaviors chapter. Buying behavior has the
following order: store contact, product contact, and transaction. Store contact includes the
actions of finding an outlet, going to the outlet, and entering the outlet. In product contact,
consumers will find the location of the product, pick up the product and take it to the
cashier. Meanwhile, in the transaction, consumers will pay for the product with cash, credit
card, debit card, or other payment instruments (Ujang Sumarwan, 2002).
For example, the role of the Makro catalog serves as a promotional medium and tries
to influence consumer purchasing knowledge by showing newly arrived clothing products
and the validity period of the catalog from May 29 to June 11, 2002. not all products and
services used by consumers must be obtained or purchased through stores. Some consumers
have made contact with stores or sellers via telephone or internet or other media, and the
products they buy are delivered directly to their homes. Meanwhile, transactions can be
made through ATMs or other payment media. Payment can also be made by a third party,
namely a bank through automatic debit.
But for some other products, consumers must obtain them through vis a vis with the
seller in the store. Even in developed countries, there are still more products and services
that must be purchased through stores than through online media. This is also why the retail
business is still growing rapidly in both developed and developing countries. This is
because, psychologically, shopping in the store in addition to providing psychological
satisfaction is also part of the consumer's relaxation activities, getting fresh air, and
introducing family members, especially children, to the world of business and marketing.
2.7 The Role of Technology in Consumer Transactions
The development of digital technology today has created more varied consumer
shopping patterns and increasingly abandoned traditional shopping patterns. For example,
with the advancement of computer information technology, sophisticated cell phones and
Automatic Teller Machine (ATM) machines everywhere, it makes it easier for consumers to
make transactions. This era is referred to as the plastic world, or chasless society.
For example, the Hipermart Supermarket catalog informs consumers about the credit
payment system for purchasing household products by means of cash or debit/credit card
payments. The catalog tries to influence consumer knowledge by conveying the debit and
credit payment systems that can be made to buy household needs. The development and
sophistication of technology has changed the way consumers relate to sellers, transact, and
consumer knowledge has increased.
2.8 Usage Knowledge
A product will provide benefits to consumers if the product has been used or
consumed by consumers. In order for the product to provide maximum benefits and high
satisfaction to consumers, consumers must be able to use or consume the product correctly.
Errors made by consumers in using a product will cause the product to not function
properly. This will cause consumers to be disappointed, even though the fault lies with the
consumer. Manufacturers do not want consumers to face this. Therefore, it is in the best
interest of manufacturers to tell consumers how to use their products correctly. For example,
manufacturers/marketers of electronic devices, such as radios, VCD players, televisions,
always include a user manual for each product they sell. The aim is that consumers can use
the product correctly, so that it can provide optimal benefits to consumers. Mistakes in
carrying out any instructions for using the tool will not only disappoint consumers but will
also accelerate the damage to the tool (Ujang Sumarwan, 2002).
CONSUMER ATTITUDES
1. Definition of Attitudes and Beliefs:
Attitude is one of the concepts that is most often the focus of attention in research on
consumer behavior. Everyone has an attitude towards almost everything (attitude object):
food, drink, clothing, health, environment, political situation, music, etc. Attitudes interpret
consumers' thoughts about liking or disliking attitude objects. Attitudes interpret consumers'
thoughts about liking or disliking attitude objects. Attitudes cause consumers to choose to
move towards or away from an attitude object. Consumer attitudes cause people to behave
consistently towards the same object. But attitudes do not require consumers to interpret or
react to each object in a completely new way. It could be in the same way as it has been
done but with a new format in a different situation. Attitudes are relatively difficult to
change, because they tend to form consistent patterns. And changing an attitude takes a long
time and may require adjustments to other attitudes.
In Ujang Sumarwan (2002) defines attitude as an important concept in psychological
literature for more than a century, more than 100 definitions and 500 attitude measurements
have been proposed by experts (Peter and Olson, 1999). Although many definitions of
attitude have been put forward, all of these definitions have in common that attitude is
defined as an evaluation of a person. Even Peter and Olson (1999, p. 120) wrote "We Define
attitude a person's overall evaluation of a concept". Schiffman and Kanuk (1994) define
attitude as "attitude are an expression of inner feelings that reflect whether a person is
favorably or unfavorably predisposed to some object (e.g., a brand, a service)", it is further
stated that"an attitude is a learned predisposition to behave in a consistently favorable or
unfavorable way with respect to a given object".
Engel, Blackwell and Miniard (1993) suggest that attitudes show what consumers like
and dislike. Another definition is put forward by Loudon and Della Bitta (1993, p. 423) "an
enduring organization of motivational, emotional, perceptual, and cognitive processes with
respect to some aspect of the individual world".
The classic definition of attitude by Gordon Allport is "learned predisposition to
respond to an object" (Morissan, 2007). Meanwhile, Ujang Sumarwan (2002) defines
attitude as a learned tendency to behave in a pleasant or unpleasant way towards a particular
object. What is meant by certain objects of attitude are concepts related to consumption or
special marketing, such as products, types of products, brands, services, ownership, product
use, consumers, advertisements, internet sites, prices, distributors, marketing
communications.
Attitude is an important thing that producers and marketers must learn because
attitude is the conclusion of the results of consumer evaluation of an object (brand,
company, etc.) and attitude also shows positive or negative feelings and behavioral
tendencies. The interest of producers and marketers in attitudes is based on the assumption
that attitudes have a relationship with consumer purchasing behavior. Various studies
support the basic assumptions regarding relationships and consumer behavior.
However, it should be understood that in conducting research on consumer attitudes,
only certain attitude objects are targeted. Example of research on the attitudes of housewives
(consumers) towards certain brands of laundry soap, consumer attitudes regarding the launch
of new shari'ah banking products.
There are some important things about attitude that must be understood:
a. Attitudes are learned tendencies, meaning that certain attitudes are the result of
consumer learning about something.
b. Attitudes tend to be consistent. Attitudes are relatively consistent, but in certain
situations and conditions can change.
c. Attitudes occur in certain situations.
Based on the several provisions above, it can be concluded that attitude is an
expression of consumer feelings about an object whether it is liked or not, and attitude can
also describe consumer confidence in the various attributes or benefits of the object.
2. The Attitude Structure Model consists of:
a. Three-component attitude model (cognitive, affective, conative)
The cognitive component of the attitude model, is knowledge and perceptions
gained based on a combination of direct experience with the attitude object and related
information from various sources. A person gives an IBM laptop after directly experiencing
its advantages
The affective component of the attitude model is an emotion or feeling about a
particular product or brand. Sometimes consumers buy something based on certain affective
experiences.
The attitude model of the conative component, is the possibility or tendency of
individuals to take specific actions or behave in a certain way towards certain attitude
objects. It can be said, is the actual behavior itself.
b. Multi-trait attitude model (attitude towards objects, attitude towards behavior,
reasoned action)
In consumer research, the conative component is often thought of as a statement of
consumer intent to buy or not buy a product.
The attittude toward-object model is to measure attitudes towards certain classes of
products or brand services. According to this model, consumer attitudes towards certain
products or brands are a function of the presence or absence of judgment about certain
beliefs or properties of a product.
The attittude toward-behavior model is the attitude of individuals in behaving or
acting towards certain objects.
The theory of reasoned-action model is a model that describes the integration of
attitude components into a structure that is intended to produce better explanations and
better predictions of behavior.
c. Model of attitude toward advertising
The attitude model towards advertising is a model where consumers decide to buy
or not buy products/services based on the results of their understanding of the
advertisements presented.
The most popular attitude measurement used by consumer researchers is the multi-
attribute model. Another attitude model that is also often used is the ideal number attitude
model. This model provides information about consumer attitudes towards a product brand
as well as providing information about the ideal brand that a product is perceived to be. The
difference with the multi-attribute model is that it lies in measuring attitudes according to
consumers. Consumer attitude is an important factor that will influence
con sume r
decisions. The concept of attitude is very related to the concepts of belief and behavior.
Mowen and Minor (1998) state that the term consumer attitude formation often describes the
relationship between beliefs, attitudes, and behavior, beliefs, attitudes and behavior are also
related to the concept of product attributes. Product attributes are characteristics of a
product. Consumers usually have confidence in the attributes of a product. (Ujang
Sumarwan, 2002)
In the previous chapter, we discussed how consumers receive and process information,
then the information is stored in their long-term memory so that it becomes consumer
knowledge. In this case, consumers also receive and compare various stimuli and
information that enter their sensory organs and then make conclusions about various stimuli
before making decisions. This learning process is called classical conditioning. Likewise,
the experience of consuming will affect whether consumers will repurchase the product they
have bought or not. This learning process is called operant conditioning.
The information processing, knowledge formation and learning process as stated
above, will determine whether consumers like a product or not before they make a buying
decision. We may have complained to our friends that our children do not like milk, but
really like chocolate candy. We may also influence our friends not to eat at food stall A,
because even though the food is delicious, the service is not satisfactory.
3. Beliefs Attitudes and Behavior
Consumer attitudes are an important factor that will influence consumer decisions on
information. product. The concept of attitude is related to the concepts of belief and
behavior. The term consumer attittude formation often describes the relationship between
beliefs, attitudes, and behavior. Consumers usually have confidence in the attributes of a
product, which attributes are the image inherent in the product.
Because a product has attributes, consumer trust and knowledge of a product is usually
associated with its attributes. According to Mowen and Minor (2002), consumer confidence
is consumer knowledge about an object, its attributes, its benefits. Knowledge This
knowledge useful in communicating a product and its attributes to consumers. Attitude
describe beliefs consumers towards these various attributes. Some of these attitude
characteristics
as below:
1. attitude has an object,
2. consistency of attitude,
3. positive, negative, neutral attitudes,
4. attitude resistance, and
5. attitude beliefs.
Consumer beliefs are consumers' knowledge about an object's attributes and benefits
(Mowen and minor, 1998). Because consumer trust or consumer knowledge involves trust in
product attributes and benefits, producers and marketers need to understand which attributes
of a product consumers know and which attributes consumers remember most so that they
can be used to evaluate a product's communication strategy.
4. Characteristics Attitude:
Attitude describes consumer confidence in various product attributes. Some of the
attitude characteristics in Ujang Sumarwan (2002) are as below:
a. Attitudes have objects,
In the context of marketing, consumer attitudes must be related to attitude objects,
attitude objects can be related to several consumption and marketing concepts such as
products, brands, advertisements, prices, packaging, use, media and so on. If we want to
know consumer attitudes, we must clearly define consumer attitudes.
b. Consistency of attitude,
Attitude is a description of the feelings of a consumer, and these feelings will be
reflected by his behavior. Therefore, attitude has consistency with behavior. A
consumer's behavior is a picture of his attitude. A woman uses "Charm" brand sanitary
napkins because she likes "Charm" brand sanitary napkins. This is the consistency
between attitude and behavior. However, situational factors often cause the consistency
between attitude and behavior to be different, especially due to purchasing power
factors.
c. Positive, negative, neutral attitudes,
A person may really like eating rice (positive attitude) but dislike eating wheat
(negative attitude), or even have no attitude (neutral attitude). Attitudes that have
positive, negative or neutral dimensions are called valance characteristics of attitudes.
d. Attitude Intensity
A consumer's attitude towards a product brand will vary in level, there are very
like it and some even dislike it very much. When a consumer expresses a degree of
preference for a product, he expresses the intensity of his attitude. The intensity of the
attitude is the extremity of the attitude.
e. Attitude Resistance
Resistance is how much a consumer's attitude can change. The attitude of a
consumer in loving her husband and children may have a high resistance to change
compared to her friend. It is important for marketers to understand how resistant
c o n s u m e r s a r e i n order to apply the right marketing strategy. Offensive
marketing can be applied to change the attitude of highly resistant consumers or recruit
new consumers.
f. Attitude Presence
Presistency is an attitude characteristic that describes that attitudes will change
over time. A consumer does not like drinking at a cafe (negative attitude), but with the
passage of time after a few months he might change and like eating at the café.
g. Attitude Confidence
Confidence is the consumer's belief about the truth of his attitude. A consumer's
attitude towards the religion he adheres to will have a very high level of confidence,
whereas a person's attitude towards the customary laws in his local social environment
may only have a smaller level of confidence.
5. Attitudes and situations
A person's attitude towards an object often arises in the context of certain situations
that make consumers seem unable to resist these situations. This means that the situation
will affect consumer attitudes towards an object. A pregnant woman may not like drinking
milk in the morning, but likes drinking milk during the day. Similarly, a director is required
to be able to serve his business relations by inviting lunch at a famous restaurant in his area.
Although the director does not actually like the type of food, but because of the demands of
the situation and respect for his relationship, he must do this.
6. Attitude Functions and Strategies for Changing Attitudes Consumers
The four attitude functions that can be used by marketers as a method to change
consumer attitudes towards products and their attributes, according to Daniel Katz (1960)
consist of:
a. Utilitarian Function
In general, consumers behave towards a particular product because they want to get
benefits or avoid risks from the product. The benefits of the product are called rewards and
avoiding the risks of the product is called punishment. An important function of attitude is to
direct one's behavior in order to obtain positive reinforcement (positive reinforcement) or
avoid risk (punishment), therefore the role of attitude is operant conditioning.
Because the product is of value to consumers, consumers buy the product. For
example, children need adequate nutrition for growth so they must consume four healthy
five perfect. So as a mother who knows the nutritional needs of her children, she will buy
everything that is useful and nutritious, such as milk, fish, meat, eggs, vegetables and fruit.
On the other hand, one does not consume alcoholic beverages because they can be harmful
to one's health. So we often see some liquid cough medicine packaging that says "0%
alcohol".
b. Ego-Preserving Function
Attitude serves to increase a sense of security from incoming threats and eliminate
doubts that exist within consumers. Attitude will lead to better self-confidence, improve
self-image and overcome external threats. In other words, attitude serves to protect one's
self-images from doubts that arise from within oneself and external factors that may be a
threat to oneself. For example, someone with dark brown skin always uses white powder to
appear bright-faced. This effort is made to reduce insecurity and increase self-confidence. A
print advertisement of L-Men milk gives a message with the concept of ego defense
function. It could be that men who are thin have a "crunchy" impression, and make them feel
inferior, so they need supplements to fulfill their body needs to be fuller and denser. L-Men
provides a solution so that consumers avoid fear as above by consuming L-Men milk.
c. Function Expression Value (The Value-Expressive Function)
Attitudes will describe the interests, hobbies, activities and opinions of a consumer.
Because the function of attitude is wrong One is to express one's values, lifestyle and social
identity. For example, a company director who always buys clothes in boutiques and does
not want to buy clothes in the market because he wants to express his social class.
d. The Knowledge Function
It is characteristic of humans to have high curiosity, because curiosity is one of the
human characteristics. Even in his position as a consumer, he always wants to know many
things in order to fulfill his needs. Often consumers need to know the product first before
they like it and then decide to buy the product. Because good knowledge or a positive
attitude towards a product often encourages someone to like the product.
Marketers who use the function approach in changing consumer attitudes are
referred to as the "changing the basic motivational function of consumers" approach.
7. Combining Several Functions
Attitude change strategies/efforts are often carried out by describing several attitude
functions to attract consumer attention, so that consumers are encouraged to change their
attitudes. This is based on the variety of factors that cause a consumer to like or dislike a
product. For example, there are three consumers who have a positive attitude towards
Mercedes, but for different reasons. The first consumer likes Mercedes sedans because of
the safety factor when driving. (utilitarian function), the second consumer likes Mercedes
because he feels that the brand increases his confidence as a successful businessman (self-
defense function), while the third consumer likes Mercedes because the brand has been
proven to be a better vehicle in various aspects than other sedan brands (knowledge
function). An advertisement for Tudor watches once used the principle of combining several
attitude functions (Ujang Sumarwan, 2002).
8. Associating a Product with a Group or Event
Local, national and international events can often foster positive consumer attitudes
towards the group or event. For example, the Citra Cup awarding events are very famous
national events, and are covered by all local and national television stations. All movie
lovers devote their attention and give positive appreciation. This shows that consumers who
love movies have a positive attitude towards the organization of the image trophy. This
important event is often utilized by producers to build a positive attitude towards their
products. Manufacturers want to build attitudinal associations between their products and
important events, by linking these important events with their products. Some food
manufacturers try to sponsor this event. Another example is the Supermie advertisement
trying to build consumer attitudes by linking it to IMB (Indonesia Mencari Bakat) 2010 on
Trans TV.
9. Resolving Conflicts of Two Opposing Attitudes
Consumers often have two opposing attitudes towards a product. Consumers will have
a positive attitude towards sardine products because it contains nutrients that the body needs
such as protein, calcium, iron, and various other vitamins. But on the other hand, consumers
may have a negative attitude towards sardine products, because the raw material of sardine
products is marine fish where people with allergies cannot consume it and it is considered to
contain a lot of fat so that fat people will become even fatter.
In this position, marketers and advertisers must create the right marketing
communication strategy to solve the attitude conflicts faced by consumers mentioned above.
The strategy is called solving the conflict of two opposing attitudes.
10. Changing the Relative Evaluation of Attributes
A product is often well-known and recognized by consumers due to the popularity of
the product's attributes that have specific uses and specific functions for consumers. For
example, the product the sosro bottle, known as a refreshing drink that can be drunk by
consumers at any time and anywhere. Sosro bottled tea producers are trying to get
consumers to change the image of the drink into a drink that is not an ordinary drink.
Head of Djenggot green tea brand makes positioning to change the image of the
attributes that have been known as ordinary drinks into health and beauty drinks, with the
words "Green tea Head of Djenggot, The health and beauty".
11. Changing trust Brand
Manufacturers and marketers are obliged to remind consumers of their products, that
the products created are better or best than others, so that consumers have a permanent and
consistent positive attitude towards these products. One way to remind consumers to always
remember their products is to change consumers' perceptions or attitudes towards their
product brands. The Marina Hand Body Lotion advertisement found on the packaging seeks
to change consumer attitudes/beliefs towards the brand with its expression "keeping the Skin
Soft and Smooth". The ad clearly wants to change consumer confidence in the Hand Body
Lotion "Marina" product, which has been the perception that Hand Body Lotion "Marina" is
cheap. This is the main message of Hand Body Lotion "Marina" to change the trust in the
brand.
12. Add an Attribute to product
The strategy of changing consumer attitudes can be done by adding new attributes to
the product, so that consumers feel there is something new about the product. Marketers and
advertisers must know that the existing attributes of a product will give a positive image to
consumers and create the impression that the product manufacturer is always creative and
innovative.
New attributes can also function as utilitarian benefits and new psychological benefits
for consumers, so that consumers get additional benefits when consuming these products.
New attributes will also function as a differentiator from other brand products. The presence
of new attributes will cause consumers to see a real difference between the brand and its
competitors. It is not surprising that the strategy of adding new attributes has always been
used by manufacturers as a way to differentiate their products to change consumer attitudes
and increase trust in the product. Danone's biscuit brochure informs consumers of the
product's new attributes, namely more chocolate chips.
13. Transforming Brand Valuation Comprehensively
One way to change consumer attitudes towards products or brands, can be by building
a n overall positive attitude towards a brand (Ujang Sumarwan, 2002). What is meant by
building an overall positive attitude is that producers do not specifically mention changes in
an attribute and producers do not try to change consumer attitudes towards an attribute that
has been embedded in the minds of consumers.
14. Changing Trust in Brands Competitors
Another strategy to change consumer attitudes is to change consumer beliefs about
competing brands. Manufacturers often use comparative advertising methods to claim that
their brand is better than competing products. A flavoring advertisement illustrates the
different attributes of royco from other flavorings, stating "ROYCO : ANYTHING CAN
BE A COOKING IDEA". Royco trying to change consumer attitudes towards its brand that
royco provides better benefits than other flavorings.
15. Multriabet Attitude Model Fishbein
In Ujang Sumarwan (2002), it is said that several attitude theories state that consumer
attitudes towards a product will affect consumer behavior or actions towards that product.
Marketers are interested in knowing consumer attitudes towards the products it markets. And
then formulate a strategy to influence consumer attitudes. Market research or consumer
research is one of the important activities to determine consumer attitudes towards a product.
The most popular attitude measurement used by consumer researchers is Fishbein's
Multi Attribute Attitude Model. Which consists of three models: the attitude toward-object
model, the attitude-toward-behaviour-model, and the theory of responded-action model. The
multi-attribute attitude model explains that consumer attitudes towards an attitude object
(product or brand) are largely determined by consumer attitudes towards the attributes that
consumers evaluate of the object based on their evaluation of the many attributes possessed
by the object.
The attitude-toward-object-model is used to measure consumer attitudes towards a
product (service) or various product brands. This model briefly states that a consumer's
attitude towards an object will be determined by his attitude towards the attributes possessed
by the object. The multiattribute model emphasizes the salience of attributes. Salience
means the level of importance that consumers give to an attribute. The model illustrates that
consumer attitudes towards a product or brand are determined by two things, namely:
(1) belief in the attributes of the product or brand (component bi), and evaluation of the
importance of the attributes of the product (component ei). This model is described by the
following formula:
Description:
Ao= Attitude towards an object
bi= the strength of belief that the object has attribute I
ei= Evaluation of attribute I
n= Number of attributes the object has
Ao = ∑ biei
This model briefly states that a consumer's attitude towards an object will be
determined by his attitude towards the various attributes possessed by the object. This model
is usually used to measure consumer attitudes towards various brands of a product. The ei
component measures the evaluation of the importance of the attributes possessed by the
object. Consumers have not paid attention to the brand of a product when evaluating the
importance of these attributes. While bi measures consumer confidence in the attributes
possessed by each brand. Consumers must pay attention to the brand of a product when
evaluating the attributes possessed by each brand. The Fishbein model suggests three main
concepts, which are as follows. (Ujang Sumarwan, 2002)
a. Attributes (Salient Belief)
Attributes are characteristics of attitude objects (Ao) salient beliefs are consumer
beliefs that products have various attributes, often referred to as attribute - object beliefs.
Attitude researchers must identify the various attributes that consumers will consider when
evaluating an attitude object (Ao, a product) (Ujang Sumarwan, 2002).
b. Belief
Trust is the strength of belief that a product has certain attributes. Consumers will
express trust in the various attributes of the brand and product they are evaluating, this step
is illustrated by bi which measures consumer confidence in the attributes possessed by each
brand. Consumers must pay attention to the brand of a product when evaluating the
attributes possessed by each brand. These beliefs are often referred to as object-attribute
linkages, which are consumers' beliefs about the possibility of a relationship between an
object and its relevant attributes.
According to Mowen and Minor (1998) and Peter Olson (1999) in Ujang Sumarwan
(2002), object attribute linkage is usually measured by the following question: How Likely is
it that object X prossess attribute y?, measurements usually use a positive number scale of
one to positive 10 ranging from extremely unlikely (1) to extreme likely (10). The second
measurement method is proposed by Engel, Blackwell and Miniard (1995) and Loudon and
della Bitta (1993) who state that the strength of belief is measured by a bipolar scale that
uses a 7-number scale that describes percieved likehood ranging from "very likely (+3)" to
"very unlikely (-3)". They use the numbers -3 to
+3.
c. Attribute Evaluation
Evaluation is an evaluation of the goodness or badness of an attribute (evaluation of
the goodness or badness of attribute I or importance weight), which describes the
importance of an attribute to consumers. Consumers will identify the attributes or
characteristics possessed by the object to be evaluated. Consumers will consider product
attributes to have a level of different importance. Then consumers will evaluate the importance of
these attributes. The ei component measures the evaluation of the importance of the attributes
possessed by the object. Consumers have not paid attention to the brand of a product when
evaluating the importance of these attributes. Ei measures how happy consumers perceive the
attributes of a product/brand. The evaluation of an attribute and product/brand is measured on a
bipolar odd scale and ranges from "very bad" (-3) to "very good" (+3) as proposed by (Engel,
Blackwell and Miniard, 1995, Peter and Olson, 1999) Mowen and Minor (1998), and Loudon and
Della Bitta (1993) have shown several Fishbein attitude measurements from several authors.
