Consumer Behavior

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1. Using the tricomponent attitude model, compare the differences in attitude of consumers towards Kraft Foods versus their attitude towards Vegemite.
The tricomponent attitude model is made up of Cognitive, Affective and Conative component. The three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario. Here we are studying how the consumers react to Kraft Food and Vegemite.
Cognitive Component
Cognition is basically making decisions going through a thinking process. So this thinking process can occur on the basis of knowledge and perceptions that already existed in the consumers ' minds. The Cognitive Component of attitude is developing a belief based on past
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Elements of Consumer learning
The basic elements that contribute to an understanding of learning are motivation, cues, response and reinforcement. Consumers will be motivated to learn if the information is relevant to their needs and goals while cues serve to direct consumer drives when they are consistent with consumer expectations. Response is how consumers react or behave to a drive or a cue while reinforcement increases the likelihood a response will occur in the future as a result of a cue.
Kraft encouraged consumer input for their new Vegemite product through the “How do you like your Vegemite” and the “Name me..” campaign. By getting the consumers to be involved, the Australians will feel that they ‘own’ the brand which created the sense of belonging. Kraft asked consumers to log on to the website and post their ideas on the different ways they ate the product.
Instrumental Conditioning
Instrumental Learning theorists believe that learning occurs through a trial and error process in which the positive outcomes in the form of results or desired outcomes lead to repeat behaviour like Repeat Purchase or Repeat Positive Word of Mouth. Both positive and negative reinforcement can be used to encourage the desired behaviour. The timing of repetitions influences how long the learned material is retained. Learning usually persists longer with distributed re-inforcement schedule, while mass repetitions produce more initial
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