When the need is urgent, it becomes a motive. Perception involves choosing, organizing and assimilating information for a meaningful experience. Consumers go through three perceptual processes. These are: • selective attention – where marketers attract the buyer’s attention • selective distortion – where the buyer interpret the information to suit their beliefs • selective retention – where marketers try to retain information that supports their beliefs Beliefs and Attitudes surround a consumer’s view of a product and alsobuild the brand image, thereby affecting their buying behaviour. This triggers a marketer’s interest in them.
Paul Peter, there are three (3) elements that marketers should be researched and analyzed to develop effective marketing strategies to a product and services. First element is “consumer affect and cognition”, it refers to two type of mental responses which consumers show to the market. “Affect” is the feeling of the consumer to the product or service whether he/she likes it or not. For example, affect includes relatively intense emotions such as love or anger, satisfaction or frustration, boredom or relaxation, and milder overall attitudes such as liking that particular product or service or disliking it. “Cognition” in the other hand is how consumer thinks, such as their beliefs about that particular product or service.
Baltas (2001), acknowledge that the nature of fast food production and processing is becoming more important to consumer. Mohr et al. (2002) recognize that information regarding firm’s ethical behavior is thought to influence product sales and consumers’ overall image of a company. Mohsin, (2003).While it is generally accepted that a positive relationship exists between service quality and customer satisfaction, there is debate with proposals of a causal link from customer satisfaction to service quality, service quality to customer satisfaction Verbeke (2005), who examined the influences on consumer decision-making process towards fresh meat, the hierarchy of effects indicates the different mental stages that consumer must go through when making buying decision and responding to marketing or non-commercial messages. In our instance, where the attitude object is fast food, plus taking into account that fast food is considered to be low involvement product, the low involvement hierarchy of effects would
The Food Industry and Self Regulation: Standards to Promote Success and to Avoid Public Health Failures INTRODUCTION Background of the Study In this article we examined Self- regulatory System adopt by the food Industry along with their Strengths and weakness and also evaluate the Successful or unsuccessful results at Self-regulation in other Industries. We Also examined self regulation in 2 industries, like the food industry, manufacture products whose consumption is linked to health concerns (tobacco and alcohol), along with 2 quite different industries (marine fisheries and forestry), which have developed extensive self regulatory systems and addressed governance issues, with sufficient history to draw conclusions about impact. Gap Analysis
Schiffman and Kanuk (2004) also suggested that consumers’ preference depends on their attitudes towards the product. In terms of defining attitudes, researchers in both the fields of consumer behavior and advertising generally hold similar perspectives. Fishbein (1967) defined attitudes as a learned predisposition of humanity. Consistent to Fishbein’s (1967) standpoint, Schiffman and Kanuk (2004) noted that consumers’ attitudes towards an object are not inherent but learned through experiences, word-of-mouth communication or exposure to mass media
2.5. Perception creation in consumers by companies Bem (1972) explains through his “Self Perception Theory” that individuals develop “attitudes, emotions and other internal states” based on their inherent behaviour. He also explains that the circumstances in which these behaviours occur are also influenced by the internal states of an individual and several other influencing factors. Kotler (2012) mentions that a person despite being motivated is governed by his/her perception of situation to make a decision. He further defines perception as “a process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world”.
For instance, consumer can purchase a product because of what has the sale person has told him or her. Secondly, social pressure which refers to purchasing of goods in order to fit a group or society of choice. For instance, consumer can buy certain goods just to be like his or her friends. Thirdly, lifestyle which refers to purchasing of goods because of the lifestyle individual prefers. For instance, if consumer prefers healthy lifestyle then when buying food, he or she will buy healthy food.
Literature Review My literature review looks at a number of articles, studies and a book on organic and inorganic food and fabrics. Reviewing this literature will enable me to compare and consider the results which will emerge from my further research. My sources will give me an objective and balanced view in contrast to the one-sided “hype” which seems to characterise much of the information currently available. S. Formartz takes a look at where the craze for organic food originated and how organic food has been incorporated into so many people’s diets. The main focus is on whether organic food is factually better for a person and the main reasons why people buy organic.
A Review of Ethical Consciousness (EC) and Organic food Choice: A Ripe opportunity to communicate with the market Abstract: Ethical consumption is a phenomena reflected by consumers all across the world. The issue of sustainable development and sustainable living has the idea of sustainable or ethical consumption at its core. Organic food is an important constituent of the “ethical basket”. Consumer attitude towards Organic food has been found to be generally positive but there is an attitude-behavior gap as the adoption of Organic food is very slow in India. This study explores the crucial role of Ethical Consciousness in influencing the consumer choice.
CUSTOMER ATTITUDE Customers are individuals with likes and dislikes. When the people in a particular group feel one way or another about a product, entity, service, person, place or thing, it is said to be a generally customer attitude that will affect the market of that person, product or entity in positive or negative ways. Marketers strive to affect consumers attitudes, and understanding the prevailing attitude is the 1st step to changing it if needed. One of the main reasons for conducting the market research is to understand consumers attitudes and Preferences. Attitudes will change the behavior.