Three Learning Approaches in the Market - Coursework Example

rеsеntаtiоn on Lеаrning 2 Name: Course: Tutor: Institution: Date: Introduction Consumer learning is described as the process through which consumers acquire information on a given product brand. In this regard, as Wang (2008) stated a learning process will influence the developed consumer perception of a product and the subsequent repurchases on such a product in the future. In this case, Raju, Xardel, Agrawal and Keegan (2004) advanced this argument stating that the learning process has three main approaches, namely the classical conditioning, the instrumental conditioning and observational learning approaches respectively. This presentation offers a review of the three learning approaches in the market. Presentation Audiene Involvement Activity In the presentation process, the process of learning is best developed and illustrated through the application and adoption of case studies in the market. In this regard, the process will involve evaluating global product brands and exploring the approach each of the manufacturers use as a consumer learning approach. In this case, the adoption of the case studies will serve as a litmus test on which to evaluate the success and relevance of such adopted consumer learning approaches. Therefore, this will offer an opportunity to involve and interact with the audience through questions such as 1. To what extent do you think the learning approach was effective? 2. What were the shortcomings? 3. What could have been done differently? The application of the above case study evaluation will allow for an audience engagement thus increasing their concentration and focus. Classical Conditioning The concept of the classical conditioning learning approach is based on the behavioral learning theory. Basford and Slevin (2003) stated that the theory holds that an individual consumer learning process is based on the behavior and their ultimate perception and subsequent repurchases on a product. In this regard, organisations seeking to apply this learning approach link their product benefits to a stimulus whose perception naturally results to a given emotion. As Coon and Coon (2006) discussed, a traditional example of the dog conditioning to salivate through the linking of a bell sound to meat experiment conducted by Pavlov. As such, whenever the bell rung, the dog salivated in anticipation for meat. The concept has been applied by a majority of the organizations to create a perception and brand image among their consumer bases. One such example can be cited in the case of the Michelin marketing approach. In this regard, Michelin, an established tire manufacturer in the USA and globally used the classical learning approach in the market. In this case, the USA market has a high regard for children and their view is a demonstration of a positive emotion and comfort as well as happiness (Iacobucci, 2001).). Therefore, naturally, the sight of children as a stimulant, elicit a positive emotion of happiness and comfort. Thus, the organization used the images of children sitting on the tires as shown below The adoption of the above print advert served as a classical conditioning marketing approach where the child served as the conditional stimulant for the tire perception in the industry. Consequently, this increased the organizational market reputation and the ultimate success in the industry as compared to peers. However, it is important to evaluate the challenges of the application of the classical conditioning learning process of consumers. In this regard, one of the main challenges is the risk of misrepresentation of the presented stimuli. As such, Pellitteri (2009) stated that stimuli interpretation is based on an individual background and culture, with different cultures eliciting different natural responses to a particular stimulus. Consequently, although the approach led to increased purchase sand brand reputation in the USA as a response to the advertisement, the advert received challenges in other regions such as Asia. Unlike the USA, the Asian community perceive children as sacred and limit their exposure and publicity. Consequently, they perceived the brand as violating the children rights and values and consequently contravening the regional values and ethics. As such, this led to a reduced brand image and positioning in the market across the region. Therefore, based on this review, it is imperative to note that prior to developing a marketing approach based on the classical conditioning learning approach, an exclusive market survey and evaluation should be developed to establish the various responses such stimulations would elicit, reducing the likelihood for a negative organizational product review as experienced in the Michelin Tires case study. Involve the audience at this stage and evaluate if they have similar of different feelings on the use of the advert based on their different background and culture. Instrumental Conditioning This is a marketing tool and an approach through which the consumers learning and buying decision making model. In this case, under the instrumental conditioning learning approach consumers seek to establish a definite and ideal product through a trail and error method. In this case, their emotions and decisions are based not on actual product information, but the derived emotions and satisfaction for using such offered market brands. Therefore, under this learning approach, consumer test products on a regular basis, to the extent and until when they acquire an ultimate product satisfaction. On the other hand, the industry manufacturers and product providers apply this approach to create a purchase chain through which repurchase and repeat buys are guaranteed in the market, consequently offering the organizations a strong loyal consumer base. In this case, the organisations apply a series of alternatives such as through samples to consumer testing as well as discounted product prices as a form to introduce the consumers to their products and consequently retain them. A case study on the application of the Unilever Food Solutions (“Unilever Food Solutions”, 2015). In this regard, as an approach of creating a market value perception and as such increasing the overall consumer base, the Company often applies free samples as a an approach to increase its base In this case, it advances such samples to celebrities and chef experts in the industry to acquire their opinion. Consequently, it applies and uses the respective professionals and celebrity responses and comments as an endorsement tool while offering the samples to the rest of the consumer base. Evidently, the adoption and the application of the consumer learning approach by the Unilever Food Solutions has increased its marketing and spread possibilities globally, increasing its influence and perception in the market over other peers in the food industry. At this stage, it is imperative to engage the audience in evaluating their knowledge of the company and if they feel this has been the best approach for its increased market spread and success. Observational Learning Under the observational learning approach, the consumer learning process is based on the evaluation of their peers’ experiences. In this case, rather than trying out the products as is the case in the instrumental learning approach. In this case, consumers develop the perception that individuals have private knowledge and information on particular products that form the basis of their decisions. Therefore, the consumer base develops a decision on whether to purchase a given product, brand or not based on a cross examination on response and experiences evidenced by others in the industry. As such, organizational products offering that have best reviews and positive observed benefits acquire the highest possibility of purchasing and consumption by the observing consumers. In this case, as compared to the other two discussed in the presentation, the approach applies the most reasoning. In this regard, consumer decisions making under this model are based on the rationale and benefits of a product rather than on individual emotional feelings and perception. In the application of the observation learning approach, the Apple Company used the approach for its iPhone 5 TV advertisement. In this case, the organsitional advert demonstrated to the consumers on how to take pictures and enjoy a happier and better life with the new device (Neely, 2013). Consequently, the demonstrated diversity on clients using the product for diverse needs led to an observational learning, increasing the purchase consumer base. As such, this led to the increased sales globally for the device, exceeding the 2 million sales target as the advertisement captured the attention of the viewers through demonstrating on the merits and benefits enjoyed by others through using the divice and hence igniting their purchase desire and need for the iPhone 5 device. The audience activity can be executed at this stage by engaging the on their perception and preffered features on the brand. Conclusion In summary, this presentation offers a critical evaluation of the consumer learning approaches and how marketers apply and use these approaches to market and increase their product sales. As such, the presentation has established that the key to successful marketing is based on the accurate evaluation of the consumer bas learning approach and consequently developing the desired and relevant marketing approach based on the consumer learning approach. Therefore, this presentation concluded that prior to developing a marketing approach and strategy, an organization should first identify the consumer base, their behavior and the subsequent learning process, as this has a direct impact and influence on a consumer’s decision making model. Therefore, this presentation argues that a consumer base attitude and behavior are all linked on their respective learning approaches, that in turn form the basis of marketing approaches applied in such industries and market segments. References Neely, D., (2013). New Data Reveals Apple's Flawed iPhone 5 Marketing Strategy, Fast Company. Retrieved from < http://www.fastcompany.com/3010418/most-innovative-companies-2013/new-data-reveals-apples-flawed-iphone-5-marketing-strategy> Unilever Food Solutions, (2015). Best Ever Restaurant Marketing Plan, Author. Retrieved from < http://www.unileverfoodsolutions.com.au/our-services/your-guests/trend-watch/Restaurant_Marketing_Plan_ > Pellitteri, J. (2009). Emotional processes in music therapy. Gilsum, N.H: Barcelona Publishers. Iacobucci, D. (2001). Kellogg on Marketing. New York: John Wiley & Sons. Coon, D., & Coon, D. (2006). Psychology: A modular approach to mind and behavior. Belmont, CA: Wadsworth/Thomson Learning. Basford, L., & Slevin, O. (2003). Theory and practice of nursing: An integrated approach to patient care. Cheltenham, U.K: Nelson Thornes. Wang, L. K. (2008). Empirical models of consumer behavior in retailing. (Dissertation Abstracts International, 69-11.) Raju, M. S. S., Xardel, D., Agrawal, M. L., & Keegan, W. J. (2004). Consumer behavior. New Delhi (Inde: Vikas publishing house. Read More