4. 4
Then what makes 100%
Is it Money???.... NO!!!
M+O+N+E+Y
13+15+14+5+25= 72%
Leadership?.... NO!!!
L+E+A+D+E+R+S+H+I+P
12+5+1+4+5+18+19+9+16= 89%
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5. 5
Every problem has a solution, only if we perhaps change our attitude.
To go to the top,
to that 100%,
what we really need to go further... a bit more...
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8. 8
HOW MUCH DO YOU SEE OF AN ICEBERG?
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9. 9
Only 10% of any iceberg is visible. The remaining
90% is below sea level.
CHMM College for Advanced Studies(MBA Department)
10. 10
KNOWN
TO OTHERS
10 %
SEA LEVEL
UNKNOWN
TO OTHERS
90 %
The Iceberg phenomena is also applicable on human beings …
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13. 13
Attitude
It express an individual’s positive and negative feeling about some
objects. It descries an individual’s feelings, thoughts and predisposition to act
toward some object in the environment.
Nature of Attitude
Attitudes refer to feelings and beliefs of an individual or group of people.
Attitudes endure , unless something happens.
e.g.- if x is transferred to day shift , his attitude may become positive.
Attitude are organized and are core to an individual.
Attitude are invisible as they constitute a psychological phenomenon
which cannot be observed directly.
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14. 14
Components of Attitude
Affective
• feel
• emotion
Behavioral
• act
• behave
Cognitive
• belief
• knowledge
“I love yoga because I get to do meditation and I believe it
helps me relax so I go to class each week.”
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16. 16
Source of Attitude
Family & Peer groups
Learning
Economic status &
Occupations
Neighborhood
Mass Communication
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17. 17
Changing Attitude
By changing the consumers belief.
By adding new beliefs.
By changing attribute importance.
By changing ideal points.
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18. 18
Reference
Ramanuj Majumdar, Consumer Behaviour, Insight from Indian market, PHI,
May 2011
Shiffman & Kanuk, Eastern Economy Edition, 8th edition, 2004.
S. Ramesh Kumar, Conceptual issues in Consumer Behaviour, The Indian
Context, Pearson, 2006.
Nair, Banergjee & Agarwal, Consumer Behaviour, PPM, 2009
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