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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

Attitudes

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

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