Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Attitudes and Their Impact on Branding Strategies

• Is there a concept that can be used to gauge and evaluate the overall receptivity of consumers towards a product category or a specific brand (old or new)?
• How should a brand that wants to create a favorable impression on the psyche of consumers approach its marketing mix elements? How can a brand pioneering a product category ensure that consumers develop a positive attitude towards the brand?
• Would the brands following a pioneering brand in a new category be in a more advantageous position from the viewpoint of marketing?
• How is cultural value tied to the consumer mindset?

The concept of attitude will enable marketers to get several interesting and useful insights about consumers because ...