information is processed (covered under perception). There are various
ways in which learning can take place including conditioning, social
learning theory and cognitive learning theory:- Conditioning learning theories: Propose that reinforcement is neces-
sary for individuals to develop attitudes and beliefs. Therefore if an
individual’s experience of a particular product is positive this will
reinforce their positive attitudes and beliefs about the brand. If the
experience is negative it is unlikely the consumer will buy the prod-
uct again. The negative attitude that has been formed to the product
could also affect the individual’s attitude to other products and
services offered by the company or linked to the brand. - Social learning theories: Suggest that learning can take place without
direct personal reinforcement. Individuals may remember the slogan
associated with a brand name and form an attitude about its attrib-
utes without any direct reinforcement. An individual may learn from
observing the behaviour of others and the recognition or rewards they
receive. - Cognitive learning theory: In high involvement purchases an individual
may use their own powers of cognitive reasoning to develop their
attitudes and beliefs about a product.
Forming attitudes and beliefs about products effectively creates a position
for the product or brand relative to other products and brands in the mind of
the consumer. This lies at the heart of product positioning which is central to
the successful implementation of segmentation strategy (see Chapter 9).
The buying situation
The buying process (see Figure 4.4) an individual goes through when
making purchasing decisions is affected by the particular situational fac-
tors surrounding the activity.
High involvement purchases refer to situations where both the informa-
tion search and the use of referent group consultation and post purchase
evaluation is extensive and occurs when the following factors are involved:
● Self-image: The purchase has a major effect on an individual’s self-
image such as the purchase of a car.
● Perceived risk: The impact of a mistaken purchase would have a dra-
matic effect on the consumer. Expensive purchases would fall into this
category, any mistake could have a major effect on an individuals
financial position.
● Social factors: An individual’s level of social acceptance may depend on
the right purchasing decision.
● Hedonic factors: The purchase is concerned with products or services
that are linked to providing personal pleasure.
Consumer behaviour theory is a complex area and only a brief overview
has been provided here. Consumer behaviour is central to the segmenta-
tion, targeting and positioning process, in particular, in establishing use-
ful segmentation criteria.56 Strategic Marketing: Planning and Control