CONSUMER ATTITUDE, ITS FUNCTION AND MODEL

       Consumer researchers assess attitudes by asking questions or making inferences from behavior. For eg, if a researcher determines from questions a consumer that she consistently buy secret deodorant and even recommends the product to friends the researcher is likely to infer that the consumer possesses a positiv attitudes are not directly observable but must be inferred from what people say or what they do.                                                                                                                               In a consumer behavior context an attitude is a lerned proedisposition to behave in a consistently favorable or unfavorable way wiht respect to a gives object. Each part of this difinition describes an important property of an attitude and is criticasl to understanding the role of attitudes in consumer behavior.