Consumer attitudes toward an organization and its products strongly influence the success or failure of the marketing program. Negative attitudes among consumers may result in loss of sales, whereas strong, positive attitudes may increase sales. Because attitudes play such an important role in determining consumer behavior, marketers seek to measure consumer attitudes toward prices, packaging, branding, advertising, salespeople, services, images, and newproduct features. If a significant number of consumers hold negative attitudes toward a firm or its products, the marketing program should be changed to positively impact consumer attitudes.
