Jelsy, Joseph (2013) CHANGING ATTITUDE OF CONSUMERS: A STUDY AMONG URBAN WORKINGWOMEN. Indira Management Review. pp. 32-57.

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Abstract

Consumer attitude is a learnt predisposition torespondtoan object or act consistently in a favorable or unfavorable manner and is shaped by one's values and beliefs which are
learnt. However Values are personally or socially preferable modes of conduct or states of existence that are enduring. In contrast , beliefs are consumer's subjective perception of how well a product or brand performs on different attributes. The various approaches to change the consumer attitude are like Changing beliefs about the extent to which a brand has certain attributes; Changing the perceived importance of attributes; and adding new attributes to the
product etc.. Only by changing the consumer's attitude can they be influenced to enact a merchandise transaction in the
modern marketing mileau. Hence the importance of attitude change is of paramountimportance to marketers who are
consumer centric in the modern age often customizing the products/services to match the tastes of the consumer by proper positioning and targeting strategies. In this
study the consumer attitude towards two different class of products like the FMCG and White goods are contrasted among the working women in an urban habitat ,the Kochi metro in Kerala which is the commercial hub and leading test marketing site in India .Over the past decade, Kochi has e v i d en c ed s u b s t an t i a l gr o wth insales/ consumption of both FMCG and Durables with a noticeable change in consumer attitude on spending/consumption of goods for family use(affinity for modernity with higher buying power), which is explored herein.The various facets of the working/Career women as Consumer are brought out , with substantial contribution towards their current consumer
behavior to enable facilitate appropriate PUSH-PULL marketing strategies on theFMCG - Durables, which are bundles of attributes.

Item Type: Article
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 09 Mar 2022 11:13
Last Modified: 09 Mar 2022 11:13
URI: http://ir.psgcas.ac.in/id/eprint/595

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