More product: attitude measurement & buyer motivation (MR, unit 5)

ATTITUDE MEASUREMENT

predisposition to act in a particular way

3 components:

• Cognitive - think, what they know or believe
• Affective - feel, emotional
• Conative - do, how disposed to behave

Measured using scaling techniques: Likert & Semantic differential scales

BUYER MOTIVATION
Motivation research techniques: in-depth interviews, focus groups, projective techniques
Patronage motives influence regular purchase (e.g. price, service, location, honesty)