Libb pharmaceuticals originated back to 1855 by developing an all-purpose skin ointment, which achieved large success. Libb spent a significant proportion of firm's profits to the development of new product lines and improvement of existing ones. And thus by 1900, Libb was manufacturing & distributing a wide range of pharmaceuticals and personal care product.
One of the additions was in the area of toothpastes. The company started 4 brands of toothpaste and after World War, it was decided that – “Alive” would be the firm's only brand of toothpaste. Alive was positioned as “All in one mouth care product” focusing all the attributes such as, “Whitens the teeth”, “freshness”, “Decay prevention “, etc. The advertisement budget was mainly allocated to television a commercial, which shows a situation of a boy meeting a girl or vice versa and also allocated to national magazines.
[...] So change in one component tends to trigger the relative change in other components. This tendency is the basis for marketing strategies. Attitude change strategies: - It is very important for a marketer to alter the consumer attitudes and at the same time reinforce the existing positive attitude about their brand. Attitude change strategy can focus on any of the attitude component thinking, feeling, behavioral or any combination of these. Changing consumer's beliefs involves information processing & cognitive learning. Changing the feelings involves classical conditioning approaches. Changing behavior involves instrumental conditioning approaches. [...]
[...] exhibit which shows the comparison between actual rank and predicted rank, the attitude model correctly predicted the actual most preferred brand for and actual second most preferred brand for of respondents. But for respondents, the predicted most preferred brand was actually their second preference and for respondents the predicted second choice was actually their most preference brand As per exhibit was rated comparatively lower i.e and 2.23 by respondents preferring the brand and preferring other brand respectively, on Taste and flavor which is ranked by only of respondents as most important attributes and ranked by as second most important attribute. [...]
[...] Attitude consists of three main components: - 1. Cognitive Component: - knowledge, beliefs. Consumer's beliefs about an object are the attributes they ascribe to it. These beliefs are formulated as a result of knowledge, experience and perceptions about the object Affective Component emotions, Feelings. Consumer's feelings & emotional reaction to an object represents the affective component. Beliefs are multidimensional but feeling is only one- dimensional. Feelings are the result of evolution of specific attribute of a product Co native Component Behavior. [...]
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