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. …
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). ...
tyle 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). Kotler (2009) again identifies that messages have more persuasive value when stemming from a highly credible source of information. For certain market groups, once these values have been identified, learning about a brand occurs by the credibility and motivational value of the advertising concept or the messages being delivered in an integrated marketing campaign. Under Kolb’s experiential learning theory, adults also learn through reflective observation, a system where an individual learns from experiences and “articulating why and how they occurred whilst reflecting and critically examining their experience from all perspectives” (Akella, 2010, p.103). In this type of learning, a consumer scans the environment and considers the impact of their own needs in relation to the environment and then develops new strategies in the future based on experience. For marketers, this is important in relation to post-purchase evaluation and the systems in place for handling the by-product of this type of learning. For example, a marketer might develop a world-class customer complaint system or survey system so that consumers have a positive experience once the product has been purchased. It was previously discussed about motivational linkages to learning. Under Abraham Maslow’s Hierarchy of Needs, an individual is motivated by establishment of a sense of social affiliation. “Individuals ...
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onsumer Behaviour 15 The Case of Dulux 16 Conclusions 17 References 18 Introduction The paper focuses on to study the impact of the marketing mix elements of a Consumer Branded Company on the Consumer Behaviour approaches pertaining to Cognitive, Affective and Behavioural responses.
Success, in fact survival of the business is dependent on business’ capacity of understanding its customers (Evans, Jamal, and Foxall, 2010). Acknowledgement of the importance of this fact has given birth and rise to domain of study of consumer behaviour.
Consumers are readily motivated to purchase products that are extensively advertised. The impact of persuasion is dependent on the way in which marketers deliver information concerning the quality of products. The main impact of marketing towards consumers is motivation.
The marketer uses different marketing strategies in order to win the hearts of consumers For a company to sustain, participate and thrive, it is essential that the marketer sees these needs and wants, and supply products and services more successfully as compared to the other competitors.
These subcultures of consumption are created in order to make it easy for the marketers to understand and target a particular set of customers with same preferences and norms (Schouten and McAlxendar, 1993). One of the emerging consumption subcultures in the today’s high tech environment is the online shoppers and buyers.
Effort put into decision making process Low involvement Substitute products or competing brands Despite there being an endless list of other alternative brands of the same product, I did not consider any other as I have always liked the yogurt from Bulla Dairy Foods.
The consumer buying process is reliant on a variety of human and environmental factors including those touching on sociological, psychological and various attitudes; both within the consumer and from the external environment. During the course of this module, four specific products from varying industry categories were purchased, including food, clothing, magazines, and technology.
They believe that animals should not be maltreated, used as clothes, eaten or used for entertainment purposes. To reach its target audience, the organisation has divided their advertisement strategies into outdoor, print ads, radio ad, television ad, and web ads. For print
ore is the internal process which provides knowledge and information to consumers to influence their decisions whereas the consumers’ culture is the external process (Abramovich). In this report, the consumer decision making process of Red Bull has been discussed. The scope of