Do these theories have relevance to consumer buyer behaviour in today’s developed, connected world?

Making reference to a product of your choice critically evaluate the usefulness to marketing managers of these two theories when planning new product development in consumer markets.

(50 marks)

Answer outline:

1. Cover page
2. Table of Contents
   1. Introduction – learning theories past and present; contribution to learning of consumer behaviour; application
   2. Learning theories:
      1. Connectionist: Classical conditioning, Operant conditioning
      2. Insight Learning: Kohler

• Latent learning: Tolman

1. Pavlov – classical conditioning (detail) – diagrams theory; referenced
2. Skinner – operant conditioning (detail) – diagrams, theory; referenced
3. Comparison of the two theories (table)

1. Relevance to consumer behaviour in general (no specific company)
2. Relevance to chosen company for planning NPD in consumer markets
   1. Classical conditioning (planning 4Ps for new product)
   2. Operant conditioning (planning 4Ps for new product)

TASK TWO

It has often been said by many commentators that attitude is dynamic and consists of cognitive, affective and conative components. Critically analyse and assess the validity of this statement setting out how an understanding of consumer attitudes can make marketers more effective in the planning and control of marketing activities. Use relevant examples to assist your discussions.

(50 marks)

Answer Outline:

TASK 2

• Definition of attitude – referenced definition

1. Explanation of attitude and its component parts
   1. Cognitive – think component
   2. Affective – feel component (leaning towards brand or product category)
   3. Conative – do component
2. Reflection of attitude in decision-making processes
   1. Need recognition>Information search>Evaluation of alternatives>Purchase decision>Post-purchase evaluation (examples)
   2. Reflection of attitudes in customer evoked sets in brand preference decisions (examples)
   3. Reflected in perception of risk and level of involvement (example)
   4. Reflection of attitude in level of elaboration (Elaboration Likelihood Model)
   5. Application to planning and control
      1. Analysis and evaluation of customers, their needs and the factors that influence them
      2. Helps marketers to set realistic objectives about what can be achieved within a market segment or product category
      3. Helps marketers formulate strategies (e.g. product/market combinations: Ansoff)
      4. Helps marketers develop winning marketing mixes (7Ps) within the tactics component of the marketing plan
      5. Assists marketers develop action plans as well as allocate budgets more effectively during the implementation stages
      6. Within control and evaluation, especially where resources are limited, marketers can manage by exception, focusing on the most important variables that are related to attitude change within any market set