Impact Of Attitude On Consumer Behaviour
2.3.2 Attitude is a key variable to impact consumer behavior Consumer’s attitude originates from his past consumption experience and has an immediate impact on his future purchasing behavior (Kim et al, 2013). To some extent, consumer’s positive attitude towards products, i.e. brand preference, can have the effect of “love me, love my dog”, and vice versa, which serves one of the reasons for marketer to study the attitude. Through their remarks for products and their negative or positive behaviors, we can follow consumer’s attitude towards the products. Consumer’s attitude consists of cognition, feeling and behavior tendency. Based on the different characteristics of products, one of the three factors plays a major role in forming the attitude …show more content…
According to Maslow’s hierarchy of needs, people have different levels of needs (Block, 2011). He argues that humans are animals with desires and some certain needs must be satisfied. In the meantime, he divides human desires into five levels. Only when the low level needs are met to some extent can the high level ones appear (Saeednia, 2011). Of course, from some people’s point of view the low level needs are more important than the high ones. At the same time, different levels of needs can coexist. The higher the needs are, the less possible they can be met. Maslow’s hierarchy of needs plays a significant role in the study of consumer’s behaviors. Normally, the major reasons why consumer prefer to purchase cosmetic products are because such products can not only protect and nourish their skins, and defer senescence but also guarantee a tidy and elegant appearance and manner so that they are more respected in business activities as well as leisure time, which satisfies their needs from low level to high level of being physiologically satisfied, being loved and respected, belonging and self-fulfilled (Kim & Chung, …show more content…
But as the cosmetic market is more and more concerned in the fashion field, a range of studies about the purchase behaviors of cosmetics are carried out gradually. Recently, the researches of the purchase behaviors of cosmetics are carried out by aiming at the demographic characteristics, the lifestyles, the types of the consumers, and the trend of shopping and so
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