Subjective norms that affect the consumer attitude on their consumption behavior with reference to carbonated soft drinks

Consumers form attitudes towards objects on the basis of their beliefs (perceptions and knowledge) about the objects. Beliefs were in turn acquired by processing information which was obtained by from direct experiences with objects and form communications about them received from other sources. To determine a person’s overall attitude toward some object, it is necessary to determine those beliefs that have the most influence on their attitudes. These most relevant beliefs frequently do not exceed nine in number and the investigator took nine salient and most relevant beliefs of respondents on a Seven point scale. These salient beliefs again been weighted with the consumers’ motivation to comply with the thoughts of reactions of salient referents which forms the subjective norms of the respondents. Fishbein’s multi attribute attitude model was used in the study. of The background aim for the research was to form a linkage between the attitude of consumers towards carbonated soft drinks and their actual consumption behavior. The focus was based on whether the former has any effect on the latter. The results obtained showed consumers hold a more favorable attitude toward consuming other Carbonated soft drinks than they consume colas. This attitude again was proved vital in affecting the consumption behavior of colas, supporting the linkage between consumer attitude and their actual consumption behavior.