Building and Changing Consumer Attitude

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Copyright: 2015
Pages: 26
Source title: Understanding Consumer Behavior and Consumption Experience
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico)and Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)
DOI: 10.4018/978-1-4666-7518-6.ch006

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

Developing consumer attitude is a prolonged and complex process. Consumers build perceptions on products, services, and marketing policies of companies by considering the extent of competitive advantage being offered. Consumer attitude is built when the consumer perceptions stay for sustainable period and are endorsed by their peers in an interactive manner. This chapter discusses various strategies for emerging companies to develop positive consumer attitude for their products and services in reference to consumption culture, shopping trends, varying consumer preferences, and shopping ambiance. The process of consumer attitude formation is delineated in the chapter and discussions argue about building customer-centric marketing strategies for the companies to develop a win-win marketing platform.

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