Posted at 10.14.2018
The attitude is a mental predisposition to respond in a certain manner facing a brand, a good or an thing. In other conditions, the frame of mind is a discovered predisposition to act in a constantly favorable or unfavorable way regarding a given thing.
This means the frame of mind is not inner however the results of encounters and information provided.
Indeed, consumers have positive or negative sense towards a brandname. These feelings depend on the principles communicated by the brand and will directly influence the purchasing behavior of the customers when they need to select from two products for example.
Attitudes donate to the recognition of a number of personal preferences and consequent actions. Attitudes play a role determining along the way of purchase, especially at the level of the valuation of resolutions. Additionally, they help determine personal preferences and later behaviors. Frame of mind predicts behaviours: based on people's attitude, we can infer what their behavior will be. For instance if they have a positive attitude, they will probably choose the product and if they have a poor attitude, they won't probably choose the product.
The idea of attitude is linked to the concept of capabilities: these are the decisive characteristics of a product (those considered along the way of decision).
The thoughts and opinions is the expression of an frame of mind: but they represent only the regular attitudes (from the limit of inquiries by opinion poll). In marketing studies, they measure attitudes from the position of the individuals in comparison with different items (the ladder of attitude).
There are 2 models of attitude:
The Tricomponent Attitude Model
The Multiattributes Models
The Tricomponent Frame of mind Model
It includes three elements:
- A cognitive aspect: elements of knowledge, your beliefs
- An affective factor: you prefer it or you don't enjoy it, your thoughts and emotions
- A behavioural (or conative) element: it is predisposition in the work of purchase: you get it or you don't buy it
There are 4 types of Hierarchy:
Standard Learning Hierarchy
We consider the Vorwerk Thermomix is following standard learning hierarchy:
It's the high-involvement hierarchy; indeed, the attitude is dependant on cognitive information control.
This means the buyer approaches the merchandise decision as a problem-solving process. First, he forms beliefs about the merchandise by accumulating knowledge regarding relevant capabilities (cognitive element). Then, the buyer evaluates these beliefs and forms a sense about the merchandise (affective aspect). Overtime, the consumer assembles information about the product, the past-experiences, the professionals, the cons and so on Finally, predicated on this evaluation, the consumer engages in a relevant action, such as buying the product (behavioral aspect).
This careful choice process often ends in the following kind of loyalty: the buyer "bonds" with the merchandise over time and it is not easily persuaded to experiment with other brands. The standard learning hierarchy assumes that a consumer is highly involved in making a purchase decision. The person is motivated to search out a great deal of information, carefully weigh alternatives, and come to a thoughtful decision.
This process is likely to occur regarding the Vorwerk Thermomix because the decision is important to the consumer (or for some reason central to the consumer's self-concept).
As a matter of fact, as stated before, to remain close to its customers and assure them an optimum satisfaction, Vorwerk decided to go with in 1930 to sell straight its products at its clients' homes.
Indeed, Vorwerk stimulates the sale of the Thermomix through local vendors using home demonstrations; accessories and cookbooks are also available through local reps.
It is a kind of sale came to the realization by private individuals who ask a certain range of friends or family members to a sale at their house (often in exchange for a present). This system of sale is basically predicated on the conviviality of the guests. During the individualized demo in the client's kitchen, the Thermomix consultant will show its multiple possibilities of use, will make fresh meals and answer every question.
This is excatly why the Thermomix can't be ordered online: they would like to give the guests the chance to test the merchandise to influence them of its features (free of charge and without the buying obligation).
The "home sales appointment" is a local service: the buyer is listened and encouraged in person. Customers get complete and clear home elevators products: the sales meeting is dependant on trust in which the home distributor undertakes to provide all the required information.
The reality of organizing at home demonstration meetings of the different uses of the Vorwerk Thermomix reassures the clients. Your client can have all the information he needs, test the merchandise and end up buying it or not!
This model provides a strong brand commitment and high engagement of customers. For example, Vorwerk comes with an active user community who reveal recipes and tips on online discussion boards.
The Multiattributes models
Attitude towards the thing model
The Fishbein model is especially suitable for measuring attributes towards a product category or specific brands. Corresponding to the model, the consumer's frame of mind towards something is "a function of the existence (or lack) and analysis of certain product-specific beliefs and/or features". Consumers generally have beneficial attitudes into the brands that they consider have an adequate level of features that they assess as positive.
Basically, this model stipulates that consumers will list the traits that are essential to them, then they will give an interest rate for this feature and weight the criteria or feature and lastly they will multiply the importance ranking of the attribute to the evaluation or score of the attribute in order to come up with the brand they should select.
For instance, for the Vorwerk Thermomix, these features are:
Performance of the merchandise (capable of many functions, including chopping, mixing up, kneading, simmering, boiling and steaming)
Exclusive advertising atmosphere
Small quantity of interchangeable attachments
Personal assistance and advice
Reliability of the product
However it's an extremely rational model, people have to think a great deal, it's an extended process and not a whole lot of customers proceed through this entire process.
Attitude towards behavior model
The frame of mind towards behavior model is "the individual's frame of mind towards behaving or operating regarding an object as opposed to the attitude towards the object itself".
The selling point of the frame of mind towards habit models is the fact that it seems to correspond more strongly to consumers' genuine behavior than does indeed the frame of mind towards object model.
As a matter of known fact, this model includes subjective norms: the consequences of that which you believe what people think we ought to do, the values about what specific referents think. This model acknowledges the energy of other folks in influencing behavior. Indeed, quite a few behaviors are not identified in isolation but what we think others would like us to do may become more relevant than our own individual tastes.
It highlights that people you prefer, people who are incredibly important to a customer may influence their behavior and can have an impact on the consumer's final decision.
In the situation of the Vorwerk Thermomix, we belive there can be an important public pressure.
Indeed, as stated before, the product comes during home presentations. Because individuals are surrounded by family members (friends and/or family), we think they don't really want their choice to be unpopular, they could wish to accomplish like others and follow what others want those to do and thus choose the product.
The idea that the product comes only during group meetings may influence intentions to respond and manners. We consider peer pressure (pressure of "significant" others) is very important regarding the Thermomix.
For occasion, if in a group of 6 women, 5 of these end up buying the merchandise, the 6th female might be influenced and finally convinced to buy the product whereas if she was alone, she may not choose the product: there is a true determination to comply with the referents.
As we stated before, attitudes 've got 3 components: the cognitive, the affective and the behavioural elements. To improve the frame of mind of the consumers it can be an obligation to change a number of of the components.
To change attitude, we have to spot and match the total amount of 1 of the components, especially in the individuals self-image.
if the affective component is quite strong, the brand should offer mental arguments
if the cognitive element is quite strong, the brand should use rational arguments
if the behavioral aspect is very strong, the brand should respond, do something
Changing the last element is easier because the first two components are fixed in the consumers' heads and thus really hard to improve.
The durability of attitude rises with the convenience and knowledge about the topic in question. We can thus conclude that the attitude changes relating to purchased information and advertising on products and brands.
Basically there are 5 ways to accomplish attitude change:
change the essential motivational functions of attitude
create new organizations (associate the product with a meeting or a reason)
resolve conflicting attitudes
alter components of multi-attributes models
change consumers' values about competition brands
For example, for the Vorwerk Thermomix, we could:
Vorwerk has an extremely unique communication strategy. Indeed, Vorwerck trading markets its devices only by immediate selling. Only accessories and consumable Kobold and Thermomix can be purchased on their website and in their Tech Approved Stations.
The communication is based on word-of-mouth; there isn't any store or advertising.
The "home sales getting together with" sales approach was primarily utilised in the united states and was discovered in France because of the brands Tupperware and Avon. Since the entrance in the 1960s in France, of the Avon makeup products and of the famous Tupperware boxes, this sector is flourishing.
This type of sale makes more and more followers, essentially women (80%). It has become a form of very dynamic relational sales, rapidly extending today. The advantages of sales reaching to customers are numerous. Including the sales meeting has an incomparable atmosphere and conviviality and moreover, the buyer is privately listened and suggested.
The home sales appointment allows to provide products including the Thermomix in a very pleasurable and effective way. The actual fact of managing home demonstrations reassures the customers.
The home sales conference is a method of circulation which brings consumers and marketers who market the merchandise some tremendous advantages. This circulation method has very popular and timeless prices, ideals of exchanges and swaps around the merchandise, which, unlike e-commerce do not authorize direct contact with the customer.
The Thermomix adviser points out the various functions and top features of the product, taking into account the particular needs and culinary and cooking behaviors of the friends: the consultant offers an extremely customized service.
Once the reaching has ended, the friends and the variety decide to buy or not the product, with the guarantee of complete services and especially the skills of a Thermomix consultant.
The sales conference is dependant on trust in that your home distributor undertakes to provide all the required information. The Thermomix adviser remains at the removal of the client to help him and guide him following the purchase of the product. That is why Thermomix cannot be ordered on-line: only a individualized service is an excellent quality service.