Consumer Behavior Attitudes: Names In Levi Strauss Use

Consumer Behavior Attitudesnames 1 Levi Strauss Use

Consumer Behavior – Attitudes Names:________________ 1. Levi Strauss used to dominate the jeans market. It was a mainstay product for youth in the ’50s, ’60s, and ’70s. Something happened in the ’80s and ’90s, however, that caused the youth to begin shifting their attention to other brands and different ways of dressing. What did attitudes have to do with this shift? How should the company best deal with these changes? Using yourself as an example, tell Levi’s what they must do to once again secure your business. If you are already a customer, explain what the company must do to keep your business. 2. Use a multi-attribute model to show how individuals may develop either a positive or a negative attitude toward Wal-Mart. 3. Explain why one’s behavior might be inconsistent with their attitude toward Wal-Mart. 4. Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve their establishments’ images via the strategies described in the chapter.

Paper For Above instruction

The evolution of consumer attitudes greatly influences brand loyalty and market dynamics. Levi Strauss & Co., a pioneer in denim apparel, experienced significant shifts in consumer attitudes during the 1980s and 1990s, leading to changes in purchasing behavior among youth demographics. This paper explores the impact of attitudes on Levi’s market decline, how the company can respond to these shifts, and strategies to regain consumer loyalty. Additionally, we examine how multi-attribute models can illuminate consumer evaluations of Wal-Mart and local restaurants, exploring the factors that shape attitudes and behaviors in retail and dining contexts.

The Role of Attitudes in Levi Strauss’s Market Shift

Levi’s dominance in the mid-20th century was primarily driven by the brand’s association with youth, rebellion, and American cultural identity. During the ’50s to ’70s, Levi’s jeans became synonymous with youth culture, freedom, and individuality. However, in the ’80s and ’90s, consumer attitudes towards Levi’s began to shift due to several factors, including changing fashion preferences, the emergence of new competitors, and evolving perceptions of authenticity and quality. Younger consumers started to perceive Levi’s as outdated or less stylish compared to emerging brands that offered more innovative designs, diverse styling options, and perceived higher quality.

Attitudes toward a brand encompass beliefs, feelings, and behavioral tendencies. As consumer attitudes shifted away from Levi’s, their behavior—demand for the product—declined. Consumers began to favor brands that aligned more closely with contemporary fashion trends, such as Guess, Diesel, and emerging streetwear brands, which offered new aesthetics appealing to youth sensibilities. Additionally, the rise of globalization introduced brands from abroad that resonated with a global youth culture, further distancing Levi’s from its previous dominant position.

Strategic Responses for Levi Strauss

To regain its market position, Levi Strauss must address the core aspects influencing consumer attitudes. First, the company should modernize its product lines by incorporating current fashion trends, promoting innovative fits, washes, and styles that appeal to modern youth. Second, Levi’s should reinforce perceptions of authenticity, durability, and quality through branding campaigns that highlight their heritage while embracing contemporary fashion sensibilities.

Furthermore, Levi’s can leverage digital marketing and social media platforms to engage directly with younger audiences, creating campaigns that resonate with current cultural and social movements. Collaborations with fashion influencers and designers can help reposition the brand as innovative and trendsetting. Personalization options, such as limited-edition releases or customized jeans, could also attract consumers seeking unique products.

From a personal perspective, as a consumer who appreciates quality but is also influenced by current trends, I would respond positively to Levi’s if they balance their heritage with modern design. If Levi’s introduced a line that blends classic cuts with contemporary styles and marketed them via social media influencers I follow, it would likely restore my interest and influence my purchasing decision.

Multi-Attribute Model and Attitudes Toward Wal-Mart

The multi-attribute model explains how consumers form attitudes based on their evaluations of various product or store attributes. Regarding Wal-Mart, consumers may develop positive or negative attitudes based on factors such as price, product variety, store environment, service quality, and corporate social responsibility.

For example, a consumer with a positive attitude towards Wal-Mart might value its low prices, wide product selection, and convenient locations. Conversely, a negative attitude might stem from perceptions of poor customer service, concerns over labor practices, or environmental impact. When applying the multi-attribute model, evaluations are weighted by the importance assigned to each attribute, influencing overall attitude.

Inconsistency Between Behavior and Attitude

Despite having a positive attitude toward Wal-Mart, some consumers exhibit inconsistent behaviors, such as shopping elsewhere or avoiding Wal-Mart altogether. This inconsistency may arise from social influences, ethical considerations, or situational constraints. For example, a consumer may support the low prices but avoid shopping at Wal-Mart due to concerns over labor practices. This discrepancy reflects attitude-behavior inconsistency, a well-documented phenomenon in consumer psychology, influenced by factors like cognitive dissonance and social desirability.

Multi-Attribute Model for Local Restaurants and Strategies for Improvement

A multi-attribute model for local restaurants considers factors such as food quality, price, ambiance, service, and location. Based on assessments, restaurant managers can identify areas needing enhancement. For example, if the evaluation shows that food quality scores highly but ambiance and service are weak, managers should invest in staff training, interior design improvements, and customer experience initiatives.

Strategies to improve restaurant image include emphasizing quality in advertising, offering specials to increase perceived value, training staff to enhance service quality, and creating a welcoming atmosphere to attract repeat customers. Engaging customers through loyalty programs and soliciting feedback can also foster positive perceptions, aligning customer experiences with desired brand images.

Conclusion

Consumer attitudes play a pivotal role in shaping purchasing behaviors across various contexts, from apparel to retail and dining. Levi Strauss’s historical dominance was eroded partly due to changing perceptions and attitudes, necessitating strategic repositioning. Multi-attribute models provide valuable insights into the factors influencing consumer attitudes toward brands like Wal-Mart and local restaurants, guiding targeted improvements. Ultimately, understanding and managing consumer attitudes is essential for sustained brand loyalty and market success.

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