Marketing Attitude-Behavior Consistency: Its Impact on Business - Essay Sample

Introduction

In marketing, there are a various number of players. There is an organization, its employees, customers, suppliers, and eventually, marketers or the product manufactured or produced by a specified organization or company. In this study, the effect of attitude-behavior consistency was studied in-depth, to discover how it linked with the marketing field. Primarily, it was necessary to note that attitudes in most occasion's dictates behavior and a given type of marketer's or customer's behavior may be an indicating factor of computing or approximating the number of sales that a marketer can make within a given period.

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Typically, attitude can be defined as feeling that one has over something. Studies reveal that a consumer with a positive attitude has got higher chances of purchasing a product. Similarly one with a weak or negative attitude will develop a value of dislike to the product and eventually stop avoid buying a product.

How Employee Attitude and Behavior Influence Marketing

As one of the workers of Kohl's marketing shopping center, attitude is an essential aspect to consider. Several factors and activities can lower a marketer's attitude or morale of work and consequently alter the behaviors. For instance, the following actions can interfere with the consistency of attitude and practices most frequently.

Reducing the number of employees unexpectedly without plans as it sometimes happens in kohl's changes the way every other duty should be performed. For example, when such happens, an individual may be pushed to achieve more responsibilities to help in covering up the gap left by the fired or retired employees (Kiriakidis, 2015). Obviously, in any job setup, when a worker is forced to whatever he/she is not well conversant with, or whatever exceeds his/her level of expertise, then the mood of the job will comparatively change and hence change the behavior of the marketers.

This has been a real-life situation incidence in kohl's marketing sector. As a result, the morale of supplying products to the customers is much tampered with. Similarly, when more employees are added to a company like kohl's marketers, it will be undeniable that some of the people will lose their tasks to the new incoming employees. The effect would not only stop there but will even tamper with the earnings of the original employees. Especially if the payment is directly proportional to the amount of work someone is undertaking.

Generally, increase or reduction if the number of employees in most marketing organizations lower the attitude-behavior consistency. In the marketing of the product, a marketer is only expected to avail all the required good and services to the prospective customers at their areas of interest, within the agreed or speculated time interval. However, the wrong attitude created in the company may make a marketer behave funnily by causing inconveniences in the supply chain of distribution.

How Consumer Attitude and Behavior Affects Marketing

As customers are the second-rated critical players in the line of marketing after the manufactures, since we like marketers only do the linkage between producers or manufacturers producers and the potential customers, their attitudes play a very crucial role in marketing a product. Three significant aspects can be used to determine the consumer attitudes; they include beliefs, feelings, and finally, behaviors on a given retail product in the store.

There are possibilities that a customer may hold an either positive or negative belief in a given commodity. For example, for a given type of shoes sold kohl's, a consumer might say that a shoe is long-lasting and shiny due to the valuable raw materials that they believe are used to make the shoes, on the other hand, another customer might say that the shoes are of too expensive beyond the needed or anticipated level, and thus would discourage the buying of the similar shoe type.

These are just beliefs, the accusations may be true or false, but all this explains the attitude that a consumer has towards the shoe or any other product like clothing's (Vogel & Wanke, 2016). In either case, us in the marketing sector of kohl's, get lots of difficulties to persuade and convince the customers that the product is not whatever they think, that is where the belief is negative, and there is need to sell more of it.

Feeling or affect is another aspect of consumer attitude. In this case, a consumer holds specific feelings on products like laptops, saying that the company usually sells counterfeits and mark them as new products. On the same passion, another consumer must take the situation as positive, and consider the company to be offering products of fair prices at normal ranges that widely carters for a large number of customers. In all of these instances, the final process that gets affected either positively or negatively is the marketing process. As a result, we in the marketing sector should improve the commodities that most customers criticize in the market, bypassing the information to the manufacturers or producers.

The last aspect of consumer attitude, which is as a result of the first two aspects in behavioral intention. This refers to the final decision made by a consumer as to whether he/she will purchase a product or not. The choice is typically reached following the belief and effect or feeling that they have for the product. In this case, a consumer may decide to boycott a product sold by the kohl's marketers just because they had some rumors discouraging the purchase of the product. In all of this aspect of attitude, it can be directly linked with the behavior, because as it can be observed, the feelings and beliefs of an individual may lead them towards making final decisions and behaving differently before product purchase.

Customarily, this study of attitude-behavior consistency determines to what levels and how peoples beliefs, affect or rather opinions may be used to predict or anticipate for the final actions that one may perform in a given product in the market. The link between the two terms becomes typically valid when there exists a strong or the most muscular bondage between opinions and actions (White, 2015). Perhaps, it may be in default mode, be known that in a case where there are positive opinions about a product then, the actions may be positive as well and the reverse. However, not in all conditions can thus apply, another factor that affects marketing revealed in this study is the lack of satisfaction for the law of demand (White, 2015). Majority of customers may also be praising a product's goodness when they in a real sense have no funds to acquire for themselves the products.

Besides, employee's consistency on their attitude-behavior is also extra beneficial in determining the success of distributing a product to the buyers. Employers should thus ensure that they maintain the needs of the workers, use motivations and active in the process of production to ascertain that the views of the customers are fully catered of, and now all most of them can be able to purchase the product.

Conclusion

In conclusion, marketing as a crucial strategy of supply chain distribution should be improved, as this study if attitude-behavior consistency proved to be so useful in determining that individual's opinions and final behaviors are the key determinants of a successful marketing process. Kohl's must then advance from both of its internal management (employees) and also the external and talented players (customers).

References

Kiriakidis, S. (2015). Theory of planned behavior: The intention-behavior relationship and the perceived behavioral control (PBC) relationship with intention and behavior. International Journal of Strategic Innovative Marketing, 3(2), 40-51. Retrieved from http://www.ijsim.net/index.php/papers/item/download/117_b3908bf59fa0a2469225f655fdb01c25

Vogel, T., & Wanke, M. (2016). Attitudes and attitude change. Psychology Press. Retrieved from https://www.taylorfrancis.com/books/9781315754185

White, C. M. (2015). Consistency in cognitive, social behavior: an introduction to social psychology. Psychology Press. Retrieved from https://www.taylorfrancis.com/books/9781315724294