CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Attitudes serve some
functions such as knowledge function; here some attitude serves primarily as a
means of organizing beliefs about objects or activities such as brands and
shopping. These attitudes may be accurate or inaccurate with respect to
objective reality but the attitude will often determine subsequent behaviors
rather than reality. Value-expressive functions; other attitudes are formed and
serve to express an individual’s central value and self-concept. Thus,
consumers who value nature and the environments are likely to develop altitudes
about product and activities that are consistent with that value. These
consumers are likely to express support for environment protection initiatives,
to recycle and to purchase and use green products.
Utilitarian functions: this
function is based on operant conditioning. We tend to form favorable attitudes
toward objects and activities that are rewarding and negative attitudes toward
those that are not. Marketers frequently promise rewards in advertising and
conduct extensive product testing to be sure the product are indeed rewarding.
Ego-defensive function:
attitudes are often formed and used to defend our egos and images against
threats and shortcomings. Products promoted as very much may be viewed
favorably by men who are insecure in their masculinity or individuals who feel
threatened in social situations may form favorable attitudes toward products
and brands that promise success or at least safety in such situations. Any
given attitude can perform multiple functions, though one may predominate,
marketers need to be aware of the function that attitudes relevant to the
purchase and use of their brands fulfill or could fulfill for their target
market.
1.2 STATEMENT OF THE PROBLEM
The nature of attitude is an enduring organization of
motivational, emotional, perceptional and cognitive process with respect to
some aspect of our environment. It is a learned pre-disposition to respond in a
consistently favorable or unfavorable manner with respect to a given object.
Thus an attitude is the way customers think feel and
act toward some aspect of our environment such as a retail store, television
program or product. The implication is that attitude can affect the level of
sales and marketing activities of the organization.
However the negligence of many organizations in
addressing customer attitudes is grossly affecting the level of their sales and
marketing growth as well as the growth of the organization. Therefore the
problem confronting this research is to proffer an appraisal of attitude
formation and change with a case study of the Nigerian Television Authority.
1.3 RESEARCH QUESTIONS
1. What
is the nature of attitude formation and change?
2. What
is the significance of attitude formation and change?
3. What
is the nature and significance of attitude formation and change in the Nigeria
television authority?
1.4 OBJECTIVE OF THE STUDY
1. To
determine the nature of attitude formation and change.
2. To
determine the significance of attitude formation and change.
3. To
determine the nature and significance of attitude formation and change in the
Nigeria television authority.
1.5 SIGNIFICANCE OF THE STUDY
The study shall proffer a structural appraisal of
attitude formation and change. It shall elucidate its significance and
determine a case study of attitude formation and change in the Nigerian
television authority.
1.6 STATEMENT OF HYPOTHESIS
1. Ho
customer attitude to NTA is low
Hi customer attitude to
NTA is high
2. Ho
attitude formation and change is not given significant attention in NTA
Hi attitude formation and
change is given significant attention in NTA
3. Ho
effect of customer attitude formation and change is negative in NTA.
Hi effect of customer
attitude formation and change is positive in NTA
1.7 SCOPE OF THE STUDY
The study centers on the evaluation of attitude
formation and change with a case study of the Nigerian television authority NTA.
1.8 DEFINITION OF TERMS
ATTITUDE
DEFINED:
It is a learned predisposition to respond in a
consistently favorable or unfavorable manner with respect to a given object.
KNOWLEDGE
FUNCTION:
Some attitudes serve primarily as a means of
organizing beliefs about objects or activities such as brands and shopping.
VALUE-
EXPRESSIVE FUNCTION
Other attitudes are formed and serve to express an
individual’s central values and self-concept.
UTILITARIAN
FUNCTION
This function is based on operant conditioning. We
tend to form favorable attitudes towards object that are rewarding and negative
attitudes towards object that are not.
EGO-DEFENSIVE
FUNCTION:
Attitudes are often formed and used to defend our
ego’s and images against threats and shortcomings.
SELECTIVE
PERCEPTION:
The way people interprets information about products,
stores and so on affects their attitudes toward them.
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Eric .A. Linda .P. George .Z. (2002) Consumer New
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