Question

Suppose a marketing company is charged with improving sales of a product where the brand is relatively unknown or has a poor perception in the marketplace. What consumer learning theories should the marketer take into account when addressing this problem? How can marketers apply instrumental (operant) conditioning to favorably influence consumers? Hint: Use Types of Reinforcement to help frame your response.

Answer 1

Operant conditioning theory suggests that a consumer learns as to which behaviours give him /her positive results and which would not. As a result, he /she is likely to choose the ones which reward him /her and shun those which don't. In this case, the consumer either does not know about the product or has chosen the wrong product owing to lack of knowledge, or used the product in an inappropriate manner which caused negative reinforcment, causing him /her to build a poor perception of the procuct and avoid it.

The major cause of poor perception can be many.One can be lack of market communication which failed to address the reuirement of consumers and tell them what will be the most appropriate for them. Other cause can be the lack of instructions provided to use the product, due to which consumers could not avail those benefits which they otherwise would have. Other cause can be a failure to listen and act on the consumers' concerns.

The right way to go is to create awareness of the product. A touch and try approach will be good where the consumers are helped to choose the right products nd realise its benefits through live and virtual consumer awareness / help sessions. It is more likely to help them know the products better and result in better sales performance.