Consumer behaviour, learning and purchase decisions - Essay Example

Extract of sample
Consumer behaviour, learning and purchase decisions

The basis of learning as it pertains to marketing is drive and motivation. Drive is “any strong stimulus that impels action…relying on a cue in the environment to determine the nature of the consumer’s response to a drive” (Boone & Kurtz, 2007, p.173). Learning and the relevancy of environment are large predictors of motivation once a marketer understands the dynamics of their target market, usually psychographic profiles. There is a concept in psychology related to memory and learning known as the social learning theory. Under this concept, individuals have a tendency to model the behaviours of others when they witness reward for these actions (Neubert, Carlson, Kacmar, Roberts & Chonko, 2009). This type of learning only occurs when the individual being observed is both credible and attractive (Neubert et al).
Understanding this concept, marketers will develop a marketing strategy utilizing reputable celebrities or individual actors with similar lifestyle preferences as a means to motivate response or model behaviours under social learning theory. Certain psychographic lifestyle groups will gravitate more to modelling behaviours when the actor or celebrity endorser is credible and attractive, thus making an imprint on memory about the substance of product or the relevancy of the campaign. “In personal and non-personal communication, the message’s impact on the target audience is affected by how the audience views the communicator” (Kotler, 2009, p.559). ...
Download paper

Summary

This paper “Consumer behaviour, learning and purchase decisions” looks at the concepts of learning, consumer behaviour, and purchasing decisions to understand the impact of these characteristics on marketing strategy for products in radically different industries and ad strategies. …
Download 1

Related Essays

Delivering Customer Value Through
Talking on this note, it can be said that the entire process of globalization has played a major role in the process of opening of markets around the world and making information from various corners available to the masses, irrespective of their geographical locations. As a matter of fact, it can be said that the entire process of globalization has played a major role in the process of influencing the consumer behavior, needs and demands of the masses all over the world. The high level of influence that are being implemented on the masses by the process of globalization has led to the…
24 pages (6024 words) Essay
profit implications of customer loyalty, market segments, market share and potential market for Sony
This essay entails the implications of profits to the market variables and specifically draws comparisons on Apple Company and Sony Company (Capon, & Hulbert, 2007:60). Apple company inc. wins over its close competitors by trying different strategies that seek to lure customers into the company’s loyalty team. Some of the biggest strategies that Apple endures on are product innovative, aimed at producing the best gadgets that the customer may desire in the technological world. Apple Company outlines the customers who may make a given purchase at a given price (Lamb, et al 2009:45). The…
5 pages (1255 words) Research Paper
Customer Relationship Management
Such an organization will have competitive advantages such as certified ISO 9000, reduction in costs, delivery on time, new technologies and CRM implementation. Marketing activities are important because they add value to CRM through tracking a customer’s activities. CRM, in current days, is considered a buzzword in selling and marketing activities (Bidgoli, 2010). There is tracking of cookies, which is similar to that of Google Analytics, which will allow an organization to build a digital trail of a customer interacting with the firm automatically. Google Analytics does provide the overall…
6 pages (1506 words) Essay
Market segmentation
This paper discusses how market segmentation is a basic ingredient of the marketing strategy for the sake of different products and services in an organization that caters to the needs of the customers and varied stakeholders. It pinpoints its attention towards areas which deserve understanding and comprehension for the sake of reaching a common consensus as far as the dynamics of marketing are related. It is a fact that every organization has its own set ways in order to categorize these segments. It does so in order to focus entirely on the segments which have thus been chosen and not to…
7 pages (1757 words) Essay
Marketing Plan ( Customer and Market Profile).
The US has stable political and economic conditions to support the development and marketing of niche products such as the Brain Reader. The socio-cultural and business situation of the country enhances prosperity of the market for this device. Financial aid by the government helps in further development of the product. Needs satisfied by the product The Brain Reader is a product of the twenty-first century, belonging to the new generation of “portable neural devices and algorithms” (Duncan, 2012) loaded with the capacity to read the different thoughts that go on in the complicated brains…
7 pages (1757 words) Assignment
Customer and Market Profile "The Mobile Mechanic"
Today the advancement of technology has made it possible to bring the customers across the world at the virtual shop where they are allowed to browse, select, try and make payments without being physically present at the store. The increased level of consumer awareness, because of globalization has become the centre stage of triggering of new kinds of demands from the consumers all around the world. Naturally, the new kinds of consumer demands are helping in the process of evolution of significant business opportunity in various markets around the world. Witnessing the demand for new products…
8 pages (2008 words) Assignment
Customer Portfolio Management
Customer preferences and customers’ attributes helps businesses to decide upon what products and services should be offered to the customer segment and how it should be marketed and priced so that it matches customers’ requirements and desires. This research paper would look into marketing concepts and theories, which helps businesses to build and maintain a customer portfolio. For this purpose, the researcher has gone through and understood various theories and research works to elaborate on the concept of customer portfolio management. Content of the Customer Portfolio The content of the…
10 pages (2510 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!