https://iaeme.com/Home/journal/IJM 265 editor@iaeme.com International Journal of Management (IJM) Volume 15, Issue 1, Jan-Feb 2024, pp. 265-271, Article ID: IJM_15_01_016 Available online at https://iaeme.com/Home/issue/IJM?Volume=15&Issue=1 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 Impact Factor (2024): 13.89 (Based on Google Scholar Citation) DOI: https://doi.org/10.17605/OSF.IO/VN8BZ © IAEME Publication CONSUMER ATTITUDE AND ITS IMPLICATION ON MARKETING WITH RESPECT TO SELECTED BRANDS Dr. Baisakhi Mitra Mustaphi Associate Professor, Marketing, N.L. Dalmia Institute of Management Studies & Research, Mumbai, India ABSTRACT This study delves into the concept of consumer attitude, defining it as the favorability or unfavorability individuals feel towards products, brands, services, or advertisements. It explores how beliefs, feelings, and behavioral intentions shape consumer attitudes, illustrating with examples such as cheese burst pizza and Maggi noodles. The abstract also examines consumer attitudes towards specific brands like Marlboro cigarettes, Parachute hair oil, and Parle-G biscuits, highlighting how factors like tradition, quality, and market competition influence consumer perceptions. Overall, it offers insights into the nuanced nature of consumer attitudes and their impact on purchasing behavior. Keywords: Consumer Attitude, Brand Perception, Behavioral Intentions, Product Preferences, Market Implications Cite this Article: Baisakhi Mitra Mustaphi, Consumer Attitude and Its Implication on Marketing with Respect to Selected Brands, International Journal of Management (IJM), 15(1), 2024, pp. 265-271. https://iaeme.com/MasterAdmin/Journal_uploads/IJM/VOLUME_15_ISSUE_1/IJM_15_01_016.pdf INTRODUCTION Consumer attitude may be defined as a feeling of favorableness or un-favorableness that an individual has towards an object. Here, object refers to a product, brand name, service or an advertisement. As we, all know that an individual with a positive attitude is more likely to buy a product and this results in the possibility of liking or disliking a product. It is a learned predisposition (tendency) to behave in a consistently favorable or unfavorable manner with respect to the given object. Consumer attitude basically comprises of beliefs towards, feelings towards and behavioral intentions towards some objects. Belief plays a vital role for consumers because, it can be either positive or negative towards an object. Human beliefs are not accurate and can change according to situations.