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Buyer Behavior Essay

2337 words - 10 pages

Assessment 2NAME:LU YEID:24856754Tutorial time: Monday 19:30Question:Select two different products and explain the types of learning approaches a marketer might use in order to have the buyer comprehend a brand's position. E.g. low involvement good and high involvement service.Provide clear evidence as to how the learning approaches are being used.Please include a clear statement of both brands competitive position.Explain to a marketing manager whether multiple learning methods need to be applied simultaneously in 'educating' a consumer as opposed to using only one learning method. Use examples to illustrate.summaryThis article analyzes the importance of learning approaches for marketers to ...view middle of the document...

A consumer learns about her taste for a product by purchasing and consuming it( Osbome, 2011). Consumers collect the information and position the product and the brand by their experiences and feelings. Therefore, marketers can lead consumers to comprehend products and brands in designed orientations by multiple consumer learning approaches. The consumer learning theory can be roughly separated into two parts: behavioral learning theories and cognitive learning theories. Both two parts have a large number of useful approaches to apply in teaching consumers about brands' position and strength of products. Behavioral theories are referred to classical conditioning and instrumental conditioning. Cognitive learning theories include the involvement theories.Classical conditioning sometimes can be understood as a stimulus-response process. Pavlov's dog experiment shows a complete process of classical conditioning, the unconditioned response finally transfer in to conditioned response with conditioned stimulus. Moreover , the classical conditioning theory has been successfully used in marketing applications. Here is a brand-related example. Heineken is the main sponsor to the UEFA(Union of European Football Association) champion league which is one of the most important football competitions in the world. Heineken's brand will appear at the end of every official UEFA commercial. The previously perception of the Heineken acquired by consumers is the unconditioned response. The position of the main sponsor of a worldwide famous competition will give a prestigious reputation to the potential consumers. The various versions of beer produced by Heineken or under the Heineken's brand such Amstel Brewery are conditioned stimulus. The conditioned response would be consumers trying these products because of the belief that they represent the same attributes with the name of with which the Heineken name is associated(Schiffman,2013).In our daily life, consumers will be easier to be persuaded to purchase the products under a famous brand because of the intangible value of the brand.Another important learning approach with classical conditioning is repetition. Repetition can obviously slow down the process of forgetting ,reinforce the impression of products and increase the strength of association between a conditioned stimulus and an unconditioned stimulus(Schiffman,2013).The efficiency of the repetition is a significant reason for marketers to devote to using multiple learning approaches. For instance, Mercedes-Benz used series commercials with substantive variations to reinforce the impression of strength of its products. To broadcast the remarkable security system in Mercedes-Benz E series, the company designed several commercials with the same theme in different styles. When consumers firstly watch the commercial, they may be aware of the product. The second commercial reinforce the relevance of the product and the third one will make consumers remember the...

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