Dr Catherine Ngahu talks about how buyer Attitudes are
formed and the 5 factors that influence attitude formation. How
attitudes are formed towards products, services and outlets, is of great importance
to marketers, because of the important role played by consumer attitudes, in influencing
consumer buying choices, and behavior.

As such, marketing firms conduct surveys, and use data analytics, online reviews and
other strategies, and tactics seeking to get a clear picture, on the influencers of
consumer buying attitudes.

The information on factors that influence consumer attitude
formation is useful for business people, marketers, those in sales, as well as students
of business, psychology and consumer behavior.

Consumer attitudes are important in the consumer decision making process.
Attitude formation is important for marketers because it influences consumer
decision making, and choice of the products and services to buy.

Attitude is defined as a predisposition to act in a favorable or unfavorable way with
regard to the attitude object - e.g. product, service, price, brand, retail outlet etc.
Attitudes incorporate 3 components of knowledge; feelings and practices.

Attitude formation is important because of its influence on: consumer usage, and
rate of usage - that is to be heavy or light user; new product adoption; word of
mouth communication to the consumer social circles; and the success or failure, of a
company’s marketing strategies

Dr Catherine Ngahu talks about 5 factors that influence attitude formation.
The 5 points discussed in this video are the most important sources of influence over
the attitudes that consumers form. It covers the role of family, friends and mass media in attitude formation.

They influence attitude formation because of the
central role they play in consumers life, socialization, values, beliefs and lifestyles
that impact consumption related attitudes and behavior.

The 5 factors that influence attitude formation are revealed in this video.