There are many attributes of products and services that lead customers to choose your brand over competitors and vice versa. Customers evaluate products and services based on these attributes and form attitudes – how favorably or unfavorably they evaluate a brand. Attitudes are made up of three (3) components:
- Affect – how a consumer feels about the brand.
- Behavior – the customer’s intentions to act/do something regarding the brand.
- Cognition – the beliefs that a customer has about the brand.
Much like the conundrum of which came first… the chicken or the egg, the order of the three components is not always the same. The attitude that comes first will depend on the customer’s level of involvement in the purchase process. E.g. if they are highly involved in the customer journey and purchase decision then they would develop beliefs first, then feelings about the beliefs, and then develop intentions to act on those beliefs.
Your role as a marketer and business owner will be to find out, through research and benchmark data, how well your brand compares to competitors and your own best possible score which is based on customer’s attitudes (evaluation) and beliefs about the attributes that your brand possesses or does not possess.
Understanding how customers behave, what attributes they value, what attributes they find unfavorable, and also how they feel about your brand is a very important step towards being able to improve your products and services to meet the needs of customers and also how to effectively send the right message, to the right audience, at the right time.
Check out last week’s post