What's Hot

    Can Attitude Measurement Predict Consumer Behavior?

    Reference

    Jon G. Udell / Journal of Marketing / Vol. 29, No. 4 / October 1965

    Highlights

    Attitude Measurement Predicts Consumer Behavior

    • Attitude shapes behavior.
    Just like choosing a favorite coffee shop, consumer attitudes towards products significantly influence their purchasing decisions.

    • Merchandise beats cash.
    Offering merchandise redemption options can make your promotions more appealing, much like a free dessert with dinner.

    • Know your audience.
    Women and lower-income families showed more enthusiasm for trading stamps, highlighting the importance of demographic insights in marketing.

    Summary

    This article delves into the relationship between consumer attitudes and their actual behavior, focusing on the effectiveness of attitude measurement techniques in predicting consumer actions. The study specifically examines attitudes towards trading stamps across different cities, employing the Thurstone technique to measure these attitudes quantitatively and qualitatively. Findings suggest that attitudes significantly influence consumer behavior, with merchandise redemption options fostering more favorable attitudes than cash redemption. The research also highlights demographic differences in attitudes, with women and lower-income families showing more enthusiasm for trading stamps. The study concludes that attitude measurement, particularly the Thurstone technique, offers valuable insights for marketing strategies and product development.

    Implications

    Practical Marketing Strategies

    Understanding consumer attitudes can significantly enhance marketing strategies. For small to mid-sized businesses, leveraging attitude measurement can help tailor products and promotional campaigns to better meet consumer preferences, potentially increasing sales and customer loyalty.

    Product Development Insights

    Insights from attitude measurement can guide product development, ensuring that new products align with consumer desires and expectations. This approach can be particularly beneficial for businesses looking to innovate or reposition their offerings in competitive markets.

    Customer Engagement

    By understanding the nuances of consumer attitudes, businesses can craft more engaging and effective customer communication strategies. This can lead to improved customer satisfaction and a stronger brand connection.

    SHARE

    Discussion

    Comments are closed.

    Related Content