Marketing- group assignment Q2&3 Essay Example
Marketing- group Assignmеnt Q2&3
Consumer learning is essential in the sale of a new product in the market. Consumer learning is the process through which the consumers acquire information about a spending, which they apply to their potential purchasing conduct. The process results in actual behavior changes of the shopper. The introduction of a new product in the market requires its consumers to have a clear understanding regarding the nature of the product, its usage, its associated side effects, and the period of consumption of the product. For consumers to develop positive perception towards the product and trust the producer, they have required being educated more about the product.
Approaches to consumer learning
These are ways through which producers provide information to the consumers regarding the products to be introduced in the market. There are different approaches to consumer learning that should be followed when educating the consumer about the new product. These approaches include the behaviorist and cognitive.
The behaviorist approach to consumer learning
This is the approach whereby there is a connection between a stimulus and the response. The stimulus represents the object or the sense of the person while the response stands for the behavior response of the consumer through which one reacted in certain circumstances. The behavior approach fully depends on the stimulus and the response. Additionally, this theory produces the connection transversely the state of affairs with the same response. The model majorly focuses on the learning, but not the learning process. This means that this theory is not process oriented although it focuses on the outputs and the inputs or the consequential behavior. The learning is considered a response that comes about over certain occurrences in the external surroundings of the consumer. In the behavior model, there are two theories, that is, the classical and instrumental theories (Kopetz, Kruglanski, Arens, Etkin and Johnson 2012, 211).
The classical theory proposes that the moment two incentives are closely connected and generate some definitely learned outcome, even in the deficiency of one of the incentives; the outstanding one breeds the similar consequential behavior. The same with the classical model, the instrumental model supports the association amid the stimulus and the reply or the key in and the harvests. The instrumental approach additional offers into details the reality that the stimulus that creates the most acceptable impact for the participant is learned. There is also the observational learning, which is associated with a scheme that an act learned through observation of other people’s behavior towards a certain product.
The cognitive approach to consumer learning
The cognitive learning model argues that learning occurs because of customer thoughts. The theory puts emphasis on the task of the psychological process but not the recurrence and connection of rewards with the incentives. The approach elaborates the happenings of data processing and the manner at which the purchasers keep, retain, and recover that information.
Recommended approach to consumer learning to Spotify
Spotify wants to introduce its new product in the market. Ultimately, Spotify requires identifying the most appropriate learning model that would enhance the promotion of the new product in the market. The most suitable learning approach that Spotify should adopt to market its new product is the behaviorist approach. This is because, through the application of this model, Spotify will be able to understand the response of the consumers towards the product (Kopetz et al. 2012, 215). Spotify would be able to observe the behavior, thus being able to collect information about how consumers are likely to behave towards the new product in the market. Since Spotify would be required to conduct a market investigation, the behavioral approach would enhance the conduct of statistical test on how the consumers would accept the product in the market regardless the biological and psychological issues because it is not possible to learn the consumer thoughts from their brains.
Families have great influence on the purchase of a certain product. Parents communicate about products to their children and living with them enhances decision-making towards purchasing of the particular products. Families help in shaping the individual’s behavior and attitudes.
The family unit would influence the use of the service in a manner that they would motivate the other consumers from their experience of the new product. After using the new product and having a good experience associated with the product, a family life cycle is formed and shows different steps of the purchasing outlines (Brodie, Ilic, Jurice and Hollebeek 2013, 107). A history is created in a family about the particular product whereby after the parents consume the product, they influence their children to consume the same product, their children motivate their children towards the same product, and the life cycle continues. It is evident that members of the same family interact on adaily basis and they offer chances for the product exposure, thus imparting the consumption values to the family members.
The family members potentially play the role of influencing each other towards a particular product. In decision-making, the family members consult each other, and they rely on the word of the mouth from the other family members. Families make decisions of purchasing a product in collaboration or the joint decision. Consumption process involves two or more members of a family who make their choices together for the production of efficient insights. Profit maximization also guides the acquisitions because family purchases are emotional, and they influence the connection among the members of the particular family. Individuals in a family play the role of; initiator or the one who initially realizes an interest or begins the purchase conduct. The family members also play the role of information gatherers or people with proficiency and concentration in the fastidious purchase. It is apparent that different persons look for information at different periods regarding unusual characteristics of the procurement (Brodie et al. 2013, 113). The family members play another role of influencers or individuals who influence the options appraised with consideration of the criteria and the ending selection. Another role played by the family members is that of decision makers since they make the final decisions in collaboration. Family members are also purchasers since they purchase a product together. Ultimately, relatives are users of a product since after purchasing the product they use it.
When targeting the family members, it is necessary to understand the variables that affect the family purchase, such as the income level. Moreover, Spotify should recognize the sociological dimensions followed when families are making decisions about purchasing a product, such as communication, adaptability, and cohesion. Families have a strong emotional bonding, and it is necessary for Spotify to have clear information about the cohesion. The producer should also recognize the capacity of the family system to modify its relationship rules, role relationships, and the power structure towards the situational stress. Furthermore, understanding the capability of the family to cope with the challenges associated with changing the needs. Spotify should also realize the communication skills of the family to understand how they share their interests and preferences about the adaptability and cohesion.
To ensure that the family roles are played efficiently Spotify should ensure that there is communication among the family members regarding the need for having the product in the house. There should also be joint decision-making whereby family members come together and agree on whether to purchase the product and how to use the particular product. Spotify should also ensure that the family members learn about the product before introducing it in the market to ensure there are adaptation and cohesion. Spotify should also ensure that the new product is capable of being used by all members of the family.
Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L., 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), pp.105-114.
Kopetz, C.E., Kruglanski, A.W., Arens, Z.G., Etkin, J. and Johnson, H.M., 2012. The dynamics of consumer behavior: A goal systemic perspective. Journal of Consumer Psychology, 22(2), pp.208-223.
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