BELIEFS, ATTITUDES AND MOTIVATION THAT AFFECT MARKETING OF .
IOSR Journal of Business and Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 6.Ver. I (June. 2015), PP 01-13www.iosrjournals.orgBeliefs, Attitudes and Motivation That Affect Marketing of ForestHoney (A Case Study of Honey Marketing In West Bengal)Dr. Abhijit Pandit, M.Sc., M.B.A., Ph.D. (email – abhijitpandit1978@gmail.com )Abstract: The interrelationship between the various factors of consumer behavior like motivation, belief andattitude is studied in reference to consumer market and industrial market. The jurisdictions of the work wereSouthern districts of West Bengal, India. The cauterization is as follows : Section I deals with ‘Introduction’.The researcher discusses about salient features of honey. Section II elaborates the various aspects of ‘ConsumerBehaviour’ as a process and Howard and Seth Model. In the next section ‘Literature Review’ one can find asummary on the existing literature available pertaining to the topic of the present study. Section IV deliberateson ‘Research Methodology’. In this section hypothesis, objectives of the study, design of research andjurisdiction of the work, primary and secondary sources of data, tools for collecting data, Cronbach Alphavalues which tests reliability of questionnaire, tools for analysis of data and basis of conclusion are discussed.In the ‘Analysis of Data’ section one could find two parts namely Survey of Consumers and Survey of IndustrialBuyers. Descriptive Statistics and Inferential Statistics have been comprehended. Thurstone Scale V analysis isdone on Motivation. The score profile of each section was condensed to Discriminant Scores and associationtests were conducted to establish relationship between Motivation and Belief and then between Belief andAttitude. The intensity of association was studied with Φ-values. Finally in the ‘Conclusion and Scope ofFurther Research’ section two models are obtained in which the magnitude of association between motivationand belief and then between belief and attitude pertaining to various micro-segments within the macro segmentsof consumers and industrial buyers is determined with the help of phi-coefficient values. The results obtainedare compared with the contribution of previous researchers. At the end the researcher elaborates scope offurther research.I. IntroductionIn one of the world's most efficient factories, the beehive, honey is produced. Just to make a pound ofhoney bees may move as far as 55000 miles in order to visit more than 2 million flowers and gather enoughnectar (http://www.americanhoneycompany.com).Bees produce different types honey using nectar from flowers for human consumption. Honey beesconvert nectar into honey and store it inside the beehive. In Beekeeping, honey is produced in plenty so thatthe surplus can be taken out without affecting the bees. Honey is sweet due to the monosaccharides likefructose and glucose. It helps in baking. Some people like to have honey over sugar.Most microorganismsdo not grow in honey. Honey has a long history of human utility. It is significant in religion.It is also used invarious medicines to cure diseases (http://en.wikipedia.org/wiki/Honey).Honey is widely accepted and most effective aliment to generate heat, create and replace energy, andfurthermore, to form certain tissues of the body. Honey supplies the organism with substances in order to formenzymes and other biological ferments to favour oxidation. It can kill germs unlike milk ,breeding-ground forbacteria. Honey is a most valuable food which frequent, if not daily use, is y, aside from being a tasty snack, can be used for a variety of home and health-relatedapplications. With its natural formulation, it is used as a treatment for some illnesses and a vitaminsupplement. It is also known to moisturize and disinfect the skin, making it an unconventional moisturizer,antiseptic and antibacterial solution.Honey is a medical resource used before modern medicine became established. It may not replacemany of the technological methods currently practiced in hospitals, but it can certainly match some of themedicine prescribed by physicians. The bee fluid, as it turns out, is a miracle drug that cures quite a number ofailments and diseases. We can use it and get good health for a fairly low price. (http://lifehackery.com /2009/02/02/15-unconventional-uses-for-honey).DOI: 10.9790/487X-17610113www.iosrjournals.org1 Page
Beliefs, Attitudes And Motivation That Affect Marketing Of Forest Honey (A Case Study II.Consumer BehaviourConsumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blendselements from psychology, sociology, social anthropology and economics. It attempts to understand thebuyer decision making process, both individually and in groups. It studies characteristics of individualconsumers such as demographics and behavioural variables in an attempt to understand people's wants. It alsotries to assess influences on the consumer from groups such as family, friends, reference groups, and society ingeneral (http://en.wikipedia.org/ wiki/Consumer behaviour ).Table – 1Interaction of stimuli, consumer characteristics, decision process and consumer responsesENVIRONMENTAL FACTORSMarketing Stimuli Environmental laceCulturalPromotionDemographicNaturalBUYER'S BLACK BOXBUYER'S RESPONSEBuyer Characteristics Decision ProcessAttitudesProblemrecognition ProductchoiceMotivationInformationsearch BrandchoicePerceptionsAlternativeevaluation DealerchoicePersonalityPurchasedecision PurchasetimingLifestylePost-purchase behaviour Purchase amountKnowledgeConsumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity, family, social class, pastexperience reference groups, lifestyle, market mix factors igure – 1 Howard and Seth model of consumer behaviour.Howard and Sheth ModelJohn Howard and Jagdish Seth presented their buyer model in 1969. It is an integrated model. Itassumes problem solving approach in buying. Howard introduced learning process in buying. Satisfaction leadsto brand loyalty. Discontentment creates brand switching by the buyers. In other words, the logic of the model isthat there are inputs in the form of stimuli. There are outputs beginning with the attention to a given stimulusand ending with purchase. In between these inputs and the outputs there are variables affecting perception andlearning. These variables are 'hypothetical' as they cannot be directly measured at the time of occurrence.Categories that Effect the Consumer Buying Decision ProcessA consumer, making a purchase decision will be affected by personal, psychological and social factors:Personal factorsUnique to a particular person. Demographic Factors. Sex, Race, Age etc.Who in the family is responsible for thedecision making.Young people purchase things for different reasons than older people.Psychological factors nclude:MotivesDOI: 10.9790/487X-17610113www.iosrjournals.org2 Page
Beliefs, Attitudes And Motivation That Affect Marketing Of Forest Honey (A Case Study A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving agoal.Actions are effected by a set of motives, not just one. If marketers can identify motives then they can betterdevelop a marketing mix.BeliefsThe first component is beliefs. A consumer may hold both positive beliefs toward an object (e.g.,coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, somebeliefs may be neutral (coffee is black), and some may be differ in valance depending on the person or thesituation (e.g., coffee is hot and stimulates--good on a cold morning, but not good on a hot summer eveningwhen one wants to sleep). Note also that the beliefs that consumers hold need not be accurate (e.g., that porkcontains little fat), and some beliefs may, upon closer examination, be contradictory (e.g., that a historical figurewas a good person but also owned slaves).AttitudesConsumer attitudes are a composite of a consumer‟s (1) beliefs about, (2)feelings about, (3) andbehavioral intentions toward some object--within the context of marketing, usually a brand or retail store. Thesecomponents are viewed together since they are highly interdependent and together represent forces thatinfluence how the consumer will react to the object. (http://www.consumerpsychologist.com)A large portion of the market for goods and services is attributable to organizational, as opposed toindividual, buyers. In general, organizational buyers, who make buying decisions for their companies for aliving, tend to be somewhat more sophisticated than ordinary consumers. However, these organizational buyersare also often more risk averse. There is a risk in going with a new, possibly better (lower price or higherquality) supplier whose product is unproven and may turn out to be problematic. Often the fear of running thisrisk is greater than the potential rewards for getting a better deal.III.Author,YearPolitz, 1956Kassarjian, 1974Ward, 1974David, et al., 1975Holbrook, 1978Locander, et al.,1978Bettman, 1979Mizerski, et al.,1979.Literature ReviewArticle TopicAlthough the term motivation research is sometimes used torefer to consumer research, the author sees it as only one step inthe process. Alfred Politz, who directs the activities of his ownconsumer research organization, describes the problems ofconsumer behavior research and what he considers theinadequacies of motivation research.The paper reviews several concepts gleaned from research onlearning as studied both by psychologists and consumerresearchers. Several applications of learning theory, attitudechange, and image formation are then applied to the field ofadvertising, not from the usual view of the advertiser but ratherfrom the view of corrective advertising.The paper traces the development of interest in consumersocialization. Major policy and conceptual issues are posed, andresearch in several areas of study is reviewedThe Fishbein model realizes the importance of a person'sattitude as an interviewing variable in predicting brand choice.Specifically, intention to perform is based on attitude.The author argues that marketing research has focused toonarrowly on the static structure of attitude at the expense of itsinformational determinants. An experimental study investigatesthe effects of one fundamental dimension of advertising contenton the components of attitude structure.In this research, Katz's functional theory is used to examinetheoretical, measurement, and statistical issues surrounding theproblems of operationalizing the utilitarian, value-expressive,knowledge, and ego-defensive functions. The results are veryencouraging in that they show the functional approach offers amultifaceted, motive-based measure which links motives toattitudes.The paper reviews research and theory on human memory,emphasizing key findings and concepts of importance tomarketing and consumer choice. Several implications forpromotional decisions are discussed.Attribution, as a process, is related to consumer decision makingby a descriptive model. An assessment of the potential forattribution theory in consumer research is offered.DOI: 10.9790/487X-17610113www.iosrjournals.orgSummary of findingsThe paper conforms the view that motivation asa factor only partially explains the ConsumerDecision-Making Process.The impact of attitude as a corrective factor inreference to search process pertaining toconsumer purchase process has beenhighlighted.The impact of socialization as an element inbelief and attitude formation affectinginformation search pertaining to consumerdecision-making process has been identified.Attitudes are measured using Fishbein IntentionModel.The role of external information searchpertaining to attitude formation as a factorimpacting the Consumer Decision-MakingProcess has been highlighted.The paper focuses on types of motives and theirimpact on the attitude formation in theCognitive, Affective and Behavioral stages ofConsumer Decision-making Process.The impact of internal search(memory) affectingbeliefs and attitude has been discussedpertaining to consumer decision-making processhas been focused and identified.Attribution theory could be advocated as one ofthe basis for explaining the consumer decisionmaking process.3 Page
Beliefs, Attitudes And Motivation That Affect Marketing Of Forest Honey (A Case Study In the Fishbein Intentions Model one finds that an individual'sintention and subsequent performance of a given behavior are afunction of the weighted sum of: 1. the individual's beliefs aboutthe benefits or consequences of performing a behavior and theevaluative aspect of the beliefs, and 2. the individual's beliefsabout what others expect concerning performance of thebehaviorThe paper examines the various facets of human motivation atwork and explores it from the perspective of organizationalscientists, clinical nthropologists/sociologists anddevelopment economists.Buyer behavior is influenced by individualbeliefs which can be explained with the help ofFishbein Intentions Model.Gutman, 1982To practitioner and researcher alike, consumer values play animportant role in understanding behavior in the marketplace.This paper presents a model linking perceived product attributesto values.The focus is on the fact that there existsrelationship between Beliefs (in reference ofproduct attributes) and attitudes in the form ofvalues pertaining to market place.Desbarats, 1983The paper first examines the reasons for the limited success ofempirical studies of movement behavior in documenting aconsistent relationship between spatial behavior and itspsychological antecedents. It then proposes an integratedconceptual framework to incorporate the mediating anddetermining role of constraints on spatial behavior.Understanding behavior involves understanding personal andnormative reason for engaging in behaviour.The role of direct versus indirect experience in the attitudebehavior consistency issue is reviewed. Using a newcommunications model, the authors extend the direct/indirectexperience paradigm to a common marketing scenario: producttrial versus product advertising.Consistent relationship between spatial behaviorand its psychological antecedents which framethe belief, an important factor affectingConsumer Decision Process.Berger, et al., 1989The influence of advertising repetition on several non-evaluativedimensions of attitudes and the strength of the relationshipbetween attitudes and behavior are examined.Klein, 1990A model is proposed that presents a curvilinear relationshipbetween the feasibility of a task and motivation to perform it, toaccount for theory, research, and anecdotal evidence consistentwith both a positive and negative relationship between the twovariables.A model finding in prior research has been that attitude towardthe advertisement (AAd) outperforms brand beliefs inexplaining brand attitude. The author shows that when beliefsare covered more comprehensively, the role of beliefs aspredictors is enhanced.In the article, the notion that attitude accessibility and attitudeconfidence are distinct psychological constructs, exertingindependent influences on attitude-behavior consistency wasintroduced and tested. It was argued that in deliberativedecision-making situations, attitude confidence is a moreinfluential moderator of attitude-behavior consistency thanattitude accessibility.The authors used a 1989 environmental opinion poll of theCanadian population to examine the influence of perceivedconsumer effectiveness (PCE) and faith in the efficacy of others(FIO) on the relationship between environmental attitudes andconsumer behaviors.The researchers examined the issues of when, and how,consumers' prior beliefs or "theories" might bias their judgmentsof the association between price and quality using a task thatinvolved taste testing orange juices.The authors demonstrate that a target's attitude toward aninfluencer is affected by both (1) the influence type used by theinfluencer to achieve the target's compliance and (2) theperformance outcomes that result from the behavior adopted bythe target in compliance with that influence.Growth in packaged-goods companies was accompanied bytremendous progress, particularly in the quantitativemeasurement and analysis of beliefs and attitudes. The morefragmented markets are, the more researchers need to knowThe importance of external search on nonevaluative dimension of attitude in reference tothe relationship between the affective andbehavioral stage of Buyer Behavior Process hasbeen the focus of this study.Curvilinear relationship exists between twovariables – feasibility of a task and motivation,irrespective of whether such relationship ispositive or negative.Ryan, et al., 1980De, 1982.Miniard, et al., 1983Smith, et al., 1983.Mittal, 1990Berger, 1992Berger, et al., 1992Pechmann, et al.,1992Scheer, et al., 1992Achenbaum,et al.,1993DOI: 10.9790/487X-17610113www.iosrjournals.orgHuman motivation is studied in details inreference to generic marketing aspects of socialmarketing pertaining to Consumer DecisionMaking Process.Parental Belief is an important factor inunderstanding buyer behavior process.It reviews the impact of direct and indirectexperience on attitude-behavior consistency itreferences to product trial and productadvertising.Contrary to the erstwhile opinion that attitude ismore important than belief the finding of thestudy reflects that belief, if comprehensivelycovered, will act as enhanced role-predictor inconsumer Decision-Making process.The study highlighted the impact of attitudeaccessibility and attitude confidence on theDecision-Making Process and therefore the twovariables could be used as moderators to aConclusive Buyer Behavior.Relationship between environmental attitudesand consumer behavior exists in reference toperceived consumer effectiveness on efficacy ofothers.The bias of consumers‟ beliefs impacts theattitude in reference to buying decision-makingprocess pertaining to external stimuli like price,quality etc.The type of stimuli of expectation impactsattitude of the target audience in reference toConsumer Buying Behavior.In case of packaged food, the more the market isfragmented, the higher should be the researchorientation of Belief, Attitude and Motivation sothat the product is successful.4 Page
Beliefs, Attitudes And Motivation That Affect Marketing Of Forest Honey (A Case Study their size, makeup, behavior, and motivation.Focus on Research GapHoney is also an ethnic product since much of its consumer use is culturally guided.The vedas haveevidences of using honey as an ingredient for puja and medicinal purposes.The ayurveda which is a part ofalternate medicine finds its usage mainly in the ethnic communities. Most of the time it is considered as anFMCG and therefore most of the papers considered above in the Literature Review delved into the PreConsumption and Post-Consumption Stages.The Consumption Stage of Decision-Making Process has not beenadequately covered. Below is an Integrated Model of Decision-Making Process.Figure - 2 Integrated Model of Decision-Making ProcessSource : Ethnic Marketing – Accepting the Challenge of CulturalDiversityGuilherme D. Pires and P. John StantonIf one considers the Integrated Model of Decision-Making which depicts a cognitive process model ofconsumer decision making process that integrates several well-known models one could find that in case ofethnic product like honey evoked set and secondary data in the form of consumer reports,advertising are notavailable or scantly available.After going through the existing literature review the researcher indentifies a gap in the
Beliefs The first component is beliefs. A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in valance depending on the person or the
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Science Teachers’ Beliefs and Attitudes towars the Use of Interactive Whiteboards in Education. Journal of Turkish Science Education, 16(3), 394-414. ABSTRACT This study aimed to explore the beliefs and attitudes of 36 science teachers (biology, physics and chemistry) in six high schools in Ankara towards the use of Interactive White Boards .
Personality, motivation, and language attitudes 7 study suggested that positive attitudes toward the learning language resulted in successful learning; the number of correct Hebrew words from participants was positively associated with motivation; achievement in lea
The motivation structure analysis will be based on the general knowledge of the theory of motivation, together with the analysis of the employees’ motivation profiles. The fundamental tool used in this process is a cluster analysis and its usage in the creation of motivation programs. The analysis of motivation factors and their order will be
ANALYSIS OF MOTIVATION IN THE PROFESSIONAL ENVIRONMENT. For our study and for a better understanding of the relationship professional identity-motivation, we considered relevant the presentation of aspects regarding motivation, be it economical or professional. 3.1 Economic motivation . The financial motivation is based on financial stimulus.
motivation for all of their daily activities - including reading! Motivation can be intrinsic or extrinsic. Intrinsic motivation: behavior that is driven by internal rewards. Intrinsic motivation is a type of motivation that arises from within the individual because the activity is naturally satisfying to him/her. Examples of intrinsic .
On Computable Beliefs of Rational Machines IBM Research Division, Almaden Research Center, San Jose, California 95120-6099, and . beliefs may be determined by the basic beliefs but the program cannot even approximate them. It should be noted that in this paper we do not . beliefs, so a pair (Mi, Mj) entails a complete description of the .
Although adventure tourism is rapidly growing South Africa, research on the subject in this region is relatively limited. A few studies have examined issues and challenges facing the adventure tourism industry as a whole. Rogerson (2007) noted some of the challenges facing the development of adventure tourism in South Africa. One was the lack of marketing, particularly marketing South Africa .
