LEARNING MEMORY AND PRODUCT POSITIONING Consumer Behaviour

It is strange how much you have got to know before you know how little you know.
Learning.All organizations are interested in highlighting the features of their product sand services. They make the consumer aware to know about these features, so that their behaviour can be influenced. It is through learning that the attitudes, beliefs, values, feelings are influenced. We learn a lot from our culture social class, family influences and all these also reflect on our lifestyle. Learning can be described as any change in the content or organization of long-term memory. It is a result of information processing. Learning is the key to consumer behaviour. We learn through and from our culture, subculture, social class, family friends, and utilise our personal experience, advertising and mass media as shown. These in turn influence our purchase decision as shown in Figure below. learning is defined as a permanent change in behaviour occurring as a result of past experience.

turn influence our purchase decision

It is a permanent change in behaviour. Behaviour is both a non-observable activity as well as overt or open behaviour which can be observed. Learning is relatively a permanent change. Learning stresses our past experience.
Learning
Learning can be done under a high involvement or low involvement situations. In high involvement learning situation, the consumer is motivated to learn. If a person wants to buy gadget, he tries to learn about it and is motivated. If a person wants to buy a camera, he learns about cameras. In a low learning situation there is no motivation to learn about the product. Learning situations are of degrees and, depend on situations as well. In low involvement learning, consumers do not have any focused attention on the advertisements like cigarette Ads, one only glances at the advertisements. The strength of learning can be intensively influenced by four factors which are, importance, reinforcement, repetition and imagery.
Importance
By this we mean how important is the learning for the consumers about the product. If it is important for you to learn about cameras before you buy one, it reflects a high involvement situation.
Reinforcement
Reinforcement is something that increases the likelihood of a response to be repeated in future.
Reinforcement can be positive or negative. By positive reinforcement we mean a desired consequence. One feels happy after buying the product. One uses a product, feels happy, and repeats the procedure. An imaginary response removes the unpleasant consequence. If a tablet relieves you from a headache you will continue using it because the negative enforcement .Punishment is the opposite of reinforcement. It is a consequence that decreases the likelihood of the response being repeated in the future, e.g., if one deposits money with a company and does not get good returns this will not be repeated in future.
Repetition
Repetition increases the speed of learning. If a TV commercial is flashed a number of times, it will register more in the minds of consumers. The exposure must carry important and interesting information.

Factors-influencing learning

Imagery
By this we mean whether the advertisement is substantiated or accompanied by images. We have brand symbols, names, etc. We have messages substantiated by pictures. The pictures along with the images have a greater impact and can be registered more intensely. The script in which the name is written also gets registered in the mind. The M of McDonald’s, the script of Bata, the symbol of Tata. Omega, symbol of Nike, Reebok, etc. are some of the examples which get deeply registered in the consumer’s mind.


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