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Известия на Съюза на учените – Варна. Серия „Икономически науки”

Consumer attitudes in omni-channel marketing

Penka Goranova

Abstract

By studying consumer behavior, attitudes are the predisposition of individuals for responding to the impact of an object, which may be favorable or negative. These are feelings, assessments and responses related to a certain trademark. Attitudes affect the process of perception in selectivity. They are formed by information obtained directly from previous experiences with an object and indirectly by other people`s influence. They can be supported and they contain three components: cognitive (knowledge), emotional, and tendency of behavior (goal, desire).In practice, upon a large number of repeated purchases of goods from a particular trademark, the volume of information for this trademark increases and competing producers have difficulty in changing the consumer attitude towards it. The purpose of this paper is to present the basic patterns associated with consumer attitudes when purchasing a particular product and to outline their role in the marketing process.


Keywords

consumer attitudes, omni-channel marketing

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