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Should Marketers Try to Change Consumers Unfavourable Attitude for their Product into Favourable?

Author

Listed:
  • Sunday O. E. Ewah
  • Patrick M. Igbaji
  • Christian I. Umeh

Abstract

This is an empirical study of the interplay between consumers' attitude toward marketers’ products and marketers; wish to elicit favourable buying behaviour from the consumer. According to the study the process of this transformation of consumer’s attitude is not quite easy. The marketers have to put their acts together by producing products to match consumers attitude or build a gradual change that will result to favourable buying decision from the consumer.

Suggested Citation

  • Sunday O. E. Ewah & Patrick M. Igbaji & Christian I. Umeh, 2014. "Should Marketers Try to Change Consumers Unfavourable Attitude for their Product into Favourable?," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(10), pages 631-643, October.
    • Handle: RePEc:hur:ijarbs:v:4:y:2014:i:10:p:631-643
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