Kachoub (2010) reports that attitude is an intrinsic component that reveals one’s thoughts and beliefs on a language, culture, people or an activity which consequently helps to predict the behaviour of the individual. Crow and Crow (1999) describe attitude as the effective by-product of an individual’s experience, have their bases in his inner urges, acquired habits, and the environmental influences by which he is surrounded. Henry (1991) explains attitudes as serving as an index of how we think, and feel about people, objects and issues in our environment. They provide clues to future behaviour, predicting how we will act when we encounter the objects of our beliefs. All peoples of the world have their peculiarities, likes and dislikes, which distinguish them from others and explain the manner they accept or reject a programme or service. Peoples’ response to services is a function of their culture and belief. These are important factors that shape the way they behave (their attitudes). Moinpour and MacLachlan (2009) emphasize that attitude toward a product is a function of the sum of perceived attributes weighted as to the importance possessed by that product. That is, an individual’s attitude toward any product is a function of his perception about the product in terms of product attributes and the importance of these attributes; people prefer the product toward which they express more favorable attitude.
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