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Assess The Usefulness To Marketing Management Of Ajzen’s (1991) “Theory Of Planned Behaviour”

2650 words - 11 pages


STUDENT ID No: 140001218
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Taught Postgraduate Programmes

MODULE TITLE: Marketing _ Principles and Practice

PROGRAMME: MLitt Management

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According to the theory of planned behaviour (TPB) of Ajzen (1991), the behavioural intention should be determined by three factors: behavioural beliefs and attitude toward behaviour, normative beliefs and subjective norms, and control beliefs and perceived behavioural control. In recent years, TPB is an important theory in the analysis of rational consumption behaviour. Since 90s, it is widely used in marketing practice, particularly in new product marketing, consumer attitude change, brand building. Although the theory of planned behaviour has been proved that it is practical and useful with merits in marketing area and applied empirically, it is still with limitations in certain situations. During marketing research, these limitations should be noticed and remedied with other theories and considerations as supplementary.

According to Ajzen (1988), behavioural dispositions have played an important role in the attempts to predict and explain human behaviour. These behavioural dispositions include social attitude and personality trait. The theory of planned behaviour is based on the theory of reasoned action and improved on the predictive power, by adding perceived behavioural control. The TPB helps identify those variables that determine the emergence of the intention to adopt certain behaviour. Intent represents a clear indication regarding predisposition of and individual towards a distinct behaviour. According to Ajzen (1991:179), intentions to perform behaviours of different kinds can be predicted with high accuracy from attitudes toward three factors of decisive and independent causes: the attitude towards the behaviour, subjective norms, and perceived behavioural control; and these intentions, together with perceptions of behavioural control, account for considerable variance in actual behaviour. The attitude towards the behaviour refers to the behavioural beliefs about the likely consequences of the behaviour. The subjective norms point to the normative beliefs about the normative expectations of others. Perceived behavioural control means the control beliefs about the presence of factors that may facilitate or impede performance of the behaviour.

In the perspective of marketing, the consumer purchase intention is the first level, which determinates the consuming behaviour directly. The three factors are the second level, which have impacts on the customer behavioural intention, including the attitudes towards product, social pressure or subjective norms towards consumption behaviour, perceived behavioural control by customers themselves that refers to the extension of customers’ self-control. In combination, these three factors lead to the formation of a behavioural intention. The third level is the analysis of the three factors. Based on the theory of planned behaviour, the consumer intention is positive correlated with these factors. The more favorable the attitude and subjective norm and the greater the...

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