Beliefs / Values and Attitudes
A Belief is a descriptive thought that a person holds about something. On Blind
Test Diet Coke and Diet Pepsi are equally preferred. But on revealing brand
Names Diet Coke was preferred by 65% of consumers and Diet Pepsi by 35%.
This is an illustration of role of beliefs.
An attitude is a person’s enduring favorable or unfavorable evaluations,
emotional feelings and action tendencies toward some object or idea.
A marketer is well advised to fit his product into existing attitudes rather than try
To change attitudes, which take a long time. Sometimes it pays to change
1. Buying New in exchange for old – pays to change attitude as market
is going to be large
2. These days food brands should have a diet variety as there is
health consciousness in the market – pays to fit product