This paper reviews the concept of consumer attitude and underscores its importance in consumer decision making in purchasing

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Consumer Behavior

Introduction

At a time when globalization and competition within the business world have intensified significantly, it has become increasingly difficult to influence the attitudes of consumers towards particular brands. Emergent research ascertains that consumers tend to be faced with various challenges whenever they attempt to offer a logical explanation regarding their tendency to be strongly attracted to certain brands as opposed to others. Similar challenges are also experienced when they try to offer an explanation as to why certain brands tend to evoke strong negative feelings whenever they come in contact with them.

Empirical studies affirm that the price of goods and their benefits are no longer the sole factors that determine the selection of a given product by the consumers. Advertising has been identified as one of the factors that trigger certain emotions in the consumers. However, more often than not, consumer attitudes tend to be strongly attached to the exclusiveness and intrinsic worth of the product. This paper reviews the concept of consumer attitude and underscores its importance in consumer decision making in purchasing furniture. Using one advertisement, it further evaluates the impact of consumer attitude on consumer decision making in purchasing furniture.

Consumer attitude refers to an intention that is either permanent or achieved and which leads to either favorable or unfavorable response to a specific objects or group of objects (Banyte, Egle & Regina, 2007). Consumer attitudes play an integral role in determining the ability of the consumers to purchase furniture. At this point, it should be appreciated that furniture is a durable good and generally, it is not purchased frequently (Mitra, 2006). As such, consumers tend to be critical when making relative purchases and attitudes play a leading role in determining the inherent tendencies. Attitudes always encourage the consumers to either make purchases or refrain from buying. In other words, they determine the motives of consumers and therefore have a direct effect on the final decision made by the consumers with regard to making purchases.

With respect to purchasing furniture, attitude plays an important role in determining the final decision of consumers. Basically, it attracts them towards desirable or pleasant attributes and makes them to distance themselves with unpleasant products. This according to Banyte et al (2007) enables the consumers to purchase furniture that they perceive desirable and pleasant. Further, attitudes play an instrumental role in unconsciously defending the ego of the consumer during the buying process. This increases the confidence of the consumer regarding the particular choice that s/he has made during purchasing.

Usually, attitudes are employed by consumers in turning their qualities and perceptions in tangible and easily expressed forms. In this respect, consumers are able to relate their values, prospects and lifestyles with certain qualities found in the furniture (Banyte et al, 2007). This is important in enhancing the consumer satisfaction with the given product. In the long run, this impacts on the decision making process of the consumers as they are likely to choose products that they are satisfied with.

As indicated earlier, advertisement influences the attitude and perception of consumers in different ways. In return, this impacts on the decision making process of consumers seeking to buy furniture. For instance, it is certain that the Topolansky furniture advertisement has diverse impacts on consumer attitude that shape their decision making process. Notably, the impacts affect the perceptions of the consumer throughout the respective phases of decision making. At the problem recognition stage, the consumer recognizes the need to make the purchase (Sherry, 2005). With regard to furniture, the consumer might recognize that the current furniture is no longer functional or is worn out.

At this particular stage, the respective consumer tends to be dissatisfied with the quality of the product. There exists a disparity between the degree of the quality of furniture that the consumer desires and the actual quality that s/he has. In most cases, Perner (1999) indicates that consumers are motivated by the need to acquire new products that have entered the market or are simply encouraged by marketers to upgrade or change the brand. Notably, the Topolansky advertisement of furniture seems to capture all these concerns in an effective manner. In particular, the feature of new arrival is likely to make the consumer to recognize the need to make necessary changes. As such, this is likely to increase the urge to make the purchase.

The next step of information search entails various efforts undertaken by the consumer in a bit to find relevant and comprehensive information about the types of furniture that are likely to bridge the gap between their desire and reality. Sources of information are wide and varied and can be categorized as either external or internal. Consumer attitude in this regard enables the consumer to not only receive and select information but to also organize and interpret the same in order to make viable deductions. The promotional message found in the Topolansky advertisement with regard to reduction of prices would possibly attract consumers seeking to make furniture purchases. In addition, it can be ascertained that the presentation of the message in the advertisement can increase consumer attention, comprehension and enable the same to recall it.

At the alternative selection stage, consumers make comparisons between different brands and products (Mowen & Minor, 2009). The characteristic assessment if greatly influenced by the perceptions and attitudes that consumers have from the outset. Essentially, consumer attitudes tend to be both cognitive and affective in nature. The presentation in the advertisement is likely to evoke different attitudes in the consumer as a variety of attributes and presented therein. The presentation of multiple attributes is an ideal strategy that is employed by the company to offer the consumer base a wide range of alternatives. By placing emphasis on the vital attributes that the consumers prefer, the advertisement has succeeded in proving vital information that can be employed in shaping the criterion employed by consumers in making purchases.

The next important stage in consumer decision making entails the purchase decision. This is done after a critical analysis of the different alternatives that have been presented to the consumer (Sherry, 2005). In some instances, purchase intention does not necessarily lead to actual purchasing. At this stage, marketers are encouraged to adopt approaches that are likely to influence the consumer to make purchases. Topolansky seems to have mastered this art as distinct strategies are employed in encouraging the consumer to make actual purchase. Specifically, the promotion regarding price reduction is likely to entice the clients to make positive decisions. The fact that the reduction of price does not compromise the quality of the furniture makes this desirable and attractive to the consumer base.

Finally, the post purchase evaluation stage is defined by the consumer’s evaluation of the purchasing decision after s/he has used the product for a certain period of time. This is based on a comparison between the performance of the product and the consumer expectations (Perner, 1999). Post purchase discontent results when the performance of the particular furniture is not in line with consumer expectations and vice versa. This is particularly common with costly products such as furniture. The Topolansky advertisement has addressed the issue of post purchase discontent by providing sufficient information regarding the quality of their furniture. This information supports the process of learning that increases the awareness of the consumer about the provided furniture. This also shapes attitudes and consumers are able to make an informed choice before buying the furniture.

Conclusion

Consumers are increasingly being faced with the challenge of making vital decisions with regard to choice of brands. This can be attributed to a wide range of quality products that are currently available on the market. Advertisement plays an important role in shaping the attitudes of the consumers that then determine the decisions made by the consumers at different stages of decision making. Since furniture is a durable good and costly good, consumers tend to be very critical when making purchases. The Topolansky advertisement has several important features that play an important role in shaping consumer attitudes. In the long run, this is likely to have diverse impacts on the ultimate decision that the consumer would make with respect to purchasing the furniture.

List of Reference

Banyte J, Egle J & Regina V, 2007, Relationship of Consumer Attitude and Brand, Emotional Aspect, Accessed 27th June, 2010 at, < HYPERLINK “http://www.ktu.lt/lt/mokslas/zurnalai/inzeko/52/1392-2758-2007-2-52-65.pdf” http://www.ktu.lt/lt/mokslas/zurnalai/inzeko/52/1392-2758-2007-2-52-65.pdf>

Mitra T, 2006, Consumer Behavior Report, Home Furniture and Appliance Trends, Accessed 27th June, 2010 at, < HYPERLINK “https://mr.pricegrabber.com/september_2006_home_furniture_and_appliance_trends.pdf” https://mr.pricegrabber.com/september_2006_home_furniture_and_appliance_trends.pdf>

Mowen C & Minor M, 2009, Consumer Behavior, A Framework, Accessed 27th June, 2010 at, < HYPERLINK “http://webcache.googleusercontent.com/search?q=cache:rCqYrZ2ysC0J:www.consumerbehavior.net/powerpoint/Ch7%2520Attitude.ppt+impact+of+consumer+attitude+on+consumer+decision+making&cd=5&hl=en&ct=clnk&gl=ke” http://webcache.googleusercontent.com/search?q=cache:rCqYrZ2ysC0J:www.consumerbehavior.net/powerpoint/Ch7%2520Attitude.ppt+impact+of+consumer+attitude+on+consumer+decision+making&cd=5&hl=en&ct=clnk&gl=ke>

Perner L, 1999, Consumer Behavior, Accessed 27th June 2010 at, < HYPERLINK “http://www.consumerpsychologist.com/intro_Consumer_Behavior.html” http://www.consumerpsychologist.com/intro_Consumer_Behavior.html>

Sherry R, 2005, Consumer Behavior, Accessed 27th June, 2010 at, HYPERLINK “http://www.articlesnatch.com/Article/Consumer-Behaviour/997433” http://www.articlesnatch.com/Article/Consumer-Behaviour/997433

Topolansky Advertisement, 2010, Accessed 27th June, 2010 at <http://www.topolansky.co.za/?gclid=CNKm5djUwKICFQ93ZgodeVw_6Q>