2.3 ATTITUDE- 

Attitude is one of the most important factors in helping you get through the highs and lows of life. Since attitude spells how a person copes, whatever perspective you may hold will invariably have an effect in your performance and the way you handle rejection.

Attitude refers to a set of emotions, beliefs, and behaviours toward a particular object, person, thing, or event.

2.3.1 Characteristics of attitude

Attitudes can fall anywhere along a continuum from very favourable to unfavourable. The following are the characteristics of attitude:

• Attitudes are the complex combination of things we tend to call personality, beliefs, values, behaviours and motivations.
• All people, irrespective of their status or intelligence, hold attitudes.
• An attitude exists in every person’s mind. It helps to define our identity, guide our actions and influence how we judge people.
• Attitude helps us define how we see situations, as well as define how we behave toward the situation or object.
• Attitudes cause us to behave in a way toward an object or person.
• It indicates the sum total of a person’s feelings.
• It may be positive or negative and may be affected by age, position and education.

2.3.2 Strategies for changing attitude

Companies may focus on changing consumer attitudes for a variety of reasons. Dropping sales, increased product or service complaints and new competition in the marketplace can all necessitate a hard look at the reasons behind trends related to consumer perceptions and attitudes.

For small businesses, analysing consumer behaviour attitude becomes an essential part of developing a targeted marketing and promotional campaign.

The following are the ideal steps for changing consumer attitude:

• Identify customer perception

To develop an action plan for changing consumer attitudes, you need to understand current perceptions of products and services. Evaluate captured feedback, such as customer service contact statistics regarding complaints and concerns.

Service businesses can leave comment cards for customers to complete and mail back. Utilize surveys, paper and electronic, and focus groups to receive an accurate representation of problems or concerns that may exist.

• Data compilation

Interpretations derived from statistical data can provide immediate feedback related to possible product or service defects. Evaluate survey responses for information related to consumer views and perceptions of the business’s products or services.

Focus on repeated or habitual problems experienced by customers. Find the common thread among complaints and negative perceptions. Determine if a negative consumer attitude is the result of employee neglect or product deficiencies.

• Create an action plan

Once you have identified consumer perceptions, develop a plan to improve areas where consumer perceptions reflect a negative attitude toward the company, product, or service. This can include improved employee training to handle concerns and help cultivate customer loyalty. Involve product development on needed product improvements.

Enlist the help of the marketing department to develop campaigns focused on increasing brand awareness and resolving common concerns.

• Educating and communicating

Educate the appropriate personnel on the goals of any new campaigns and promotions. Ensure customer service representatives understand the impact of creating a positive customer environment.

Changing consumer attitudes is essential to ensuring future loyalty and creating a secure job environment.

• Measure success

Use customer service metrics as one way to measure success. This can include keeping track of incident reports, positive feedback and complaints. Signs of a shift in consumer attitudes include reduced complaints and increased sales.

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