Question

I am currently learning about internal influences in my marketing class.

The statement was made that "Consumers are often very passionate about their attitudes and perceptions".
The questions are:
I) Think about brand loyalty and think of some attitudes that consumers hold and look beyond trying to assign rationality to attitudes.
2) What are some of the reasons a persons attitude towards a particular brand does not necessarily mean it is rational at all?

Answer 1

(1) Consumer attitudes are the study of individuals, groups, or organizations and all activities related to the purchase, use and disposal of goods and services, and how customer attitudes, behaviors, and preferences influence purchasing behavior. Consumer attitudes emerged in the 1940s and 1950s as a separate marketing segment but became interdisciplinary social sciences that incorporated elements of psychology, social sciences, social sciences, anthropology, caste science, marketing, and economics (in particular).

Consumer attitude surveys look at individuals such as demographics, personal lifestyles, and behavioral behaviors (such as frequency of use, opportunity of use, loyalty, brand advocacy, and willingness to make recommendations) in order to understand Human desires and uses. Impact on consumers ranging from groups such as family, friends, sports teams and teams to society as a whole, including the influence of brands and thought leaders.

(2) Research shows that some reasons of particular brand is difficult to predict even by experts in the field. But new research methods, such as consumer and neurological classes, have once again shown how consumers make decisions. In addition, customer relationship management systems have become an advantage for customer behavior analysis. The data produced by these databases allows for a detailed study of behavioral factors that contribute to customer intent to buy back, retain customer loyalty, and other behavioral intentions, such as the desire to provide a positive referral to become a brand supporter. Or to participate in customer civic activities. The database also supports market segmentation, especially behavioral segmentation, such as the development of loyalty, which can be used to develop strictly and personally targeted marketing strategies.
Consumer attitudes include "all activities related to the purchase, use and disposal of goods and services, including the emotional reactions and behaviors of customers who precede or follow those activities." The term consumer can refer to individual users and organization users, especially "end users do not have to be buyers in the distribution chain of good services or services". User behavior related to:

Purchasing activity: purchase of goods or services; How customers receive products and services and all activities that lead to a purchase decision, including information retrieval, evaluation of goods and services, and payment methods, including the purchase experience.
Actions for use or consumption: Affects who, when and when use and experience of use, including associations, symbols and the way goods are distributed in a household or unit of use.
Disposal action: Affects the way consumers dispose of products and packaging. Can also include reseller activities such as eBay and second hand markets.