Attitudes

Definition

Measures of attitude concern consumer response to a brand or product. Attitude is a combination of what consumers believe and how strongly they feel about it. Although attitudinal research covers a broad scope of measurements, the following cover a few key measures in this field:

Attitudes, liking, and image (also known as relevance to customer) are measures of attitude in which a rating is assigned by consumers — often on a scale of 1–5 or 1–7 — when survey respondents are asked their level of agreement with such propositions as, “This is a brand for people like me” or “This is a brand for young people.”

Perceived value for money is a measure of attitude in which a rating is assigned by consumers (often on a scale of 1–5 or 1–7) when survey respondents are asked their level of agreement with such propositions as, “This brand usually represents a good value for the money.”

Customer perceived quality/esteem (or relative perceived quality) is a measure of attitude involving consumer rating (often on a scale of 1 – 5 or 1 – 7) of a brand‘s product compared to others in its category or market.

Intention is an attitudinal measure of customers‘ stated willingness to behave in a certain way. Information on this subject is gathered through such survey questions as, “Would you be willing to switch brands if your favorite was not available?”

Purchase intention (or purchase intent)  is a specific measure or rating of consumers’ stated purchase likelihood. Information on this subject is gathered through survey respondents’ reactions to such propositions as, “It is very likely that I will purchase this product.” The implication is inherent desire independent of distribution influence including availability and in-store factors.

References

1. Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc.