• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing applications For Consumer Learning Behaviour

Extracts from this document...


Marketing Applications For Consumer Learning Behaviour * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Introduction: It's vital for marketers to understand how consumers learn because most of the strategies they plan are based on how people gather information about products and how they can be taught to desire one product from another. In this report I would like to discuss the concept of Consumer Learning Behaviour and its various theories and how marketers could benefit from it to apply its different applications on the market. Behavioural learning applications: Several marketing tactics concentrate on the association between stimuli and responses. ...read more.


The order in which marketers should present the Conditioned and Unconditioned Stimulus is very important and can affect the learning process. In general it's the UCS should be presented prior to the CS. Static situations and environments such as magazines are not effective for classical conditioning because marketers cannot control the order of the conditions they will appear in. This technique can be seen in Pepsi's ad, where we can see a bottle of Pepsi paired with the refreshing sound of carbonated beverage being poured over ice. Stimulus generalization: one of the most essential methods to use consumer's positive associations to an existing product to expand the product's line or creating a totally new brand. The following strategies are based on this technique: * Family Brand: a variety of products capitalize on the positive reputation and image of a company name such as Sony or Apple. ...read more.


There are different ways for reinforcing consumers varies from a simple thank you letter to a generous refund and follow-up calls. Another popular technique is frequency marketing which reinforces regular buyers by awarding them with prizes that value according to their purchases. Airline companies were the leaders in this kind strategy when they introduced the Frequent-Flyer Programmes in the early 1980s. Most of the supermarkets these days such as Sainsbury's use the same scheme to gain customers' loyalty by issuing them loyalty cards. Cognitive learning: Marketers do not have to directly reinforce people (by rewarding or punishing them for their purchase). Instead, they can illustrate what happens to desirable models who use or do not use their products and know that consumers will be motivated to imitate these actions later. Using a celebrity's image (David Beckham for example) is one way of using this method in marketing, by showing them using the company's product will trigger the action needed from consumers to respond. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    Median: once a month Range: the range was between never and once a week M1 Explain with examples, how different market research methods are appropriate to assist different marketing situations Questionnaires can be compiled relatively quickly and can be inexpensive, compared to other primary research methods.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    The producer of a manufactured item or a service can sell to the customers in two very different ways, these are: ? Indirect sales- selling by indirect methods means using an intermediary (middle person) such as a retailing or agent.

  1. Unit 3 - Marketing Research And Marketing Mix

    Evaluating direct selling Consumers will feel highly satisfied by purchasing directly from GlaxoSmithKline. They feel that the product being bought in this form is a genuine purchase backed by the guarantee manufacturer. Furthermore this method of selling involves employing a specialist sales team and can have cost, stocking and distribution implications.

  2. Marketing analysis of Marlboro cigarettes

    we're doing our best to develop cigarettes that might reduce the health effects of smoking."(Our Research Program, 2009) 1.Target Market Segment and Consumer Analysis Segmentation Market segmentation can be defined as the process of diving a market into distinct subsets of consumers and selecting one or more segments to target with a distinct marketing mix.

  1. Motivation at Pizza hut 9.1

    * Quality of supervision - On a workplace it is usually a good thing to keep an eye on everything being carried out because it reassures the workers about what ever they are doing it is being watched so the task done is correct.

  2. Business Studies Company Profile

    This information campaign then turned into an advertising campaign showing real MINIs next to 'fake' MINIs, which were vessels like a lorry with MINI colours. This then quickly turned into a marketing point, having an advert of a MINI experiencing a highly dramatic adventure into a compressed space of advertising time.

  1. I am going to be writing about the concepts of marketing distinctiveness of the ...

    When delivering a product such as a television, the screen could get crashed so the company has to be ready to deliver another television on time and without a sigh. Sometimes when you get a product delivered and you are not satisfied with it, you have to go to the

  2. Mcdonalds India. Porters Five Forces Model and Consumer Behaviour Analysis

    This will enable it to compete with healthy fast-food chains like Subway. 3. McDonald?s can foray into new areas beyond burgers to capture a higher market share. Also, introduction of variety in beverages, a more regionalized menu and an option of ?customize your recipes? can do wonders in both, new & existing markets.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work