LEARNING, MEMORY,

AND PRODUCT
POSITIONING
• Atikah Mutiarani (C1H017011)
• Nidya Febrian R P (C1H017014)
• Akbar Maulana (C1H017015)
• Muhammad Adzikri (C1H017016)
NATURE OF LEARNING
Learning is a Key to Consumer
Behaviour (Figure)

Learning is any change in the

content or organization of long-
term memory or behaviour.
LEARNING UNDER CONDITIONS
OF HIGH AND AND LOW
INVOLVMENT
■ High-involvement learning ■ Low-involvement learning
(situation is one in which the
consumer is motivated to
process or learn the
material)
■ Occurs when an individual is
motivated to acquire the
information.
(situation is one which the
consumer has little or no
motivation to process or
learn the material)
■ Occurs when an individual is
paying only limited or
indirect attention to an
advertisement or other
message.
LEARNING THEORIES IN HIGH AND LOW
INVOLVEMENT SITUATIONS
Two Basic Types of Learning
1. CONDITIONING
learning based on association of a
stimulus (information) and
response (behaviour or feeling)
■ Classical Conditoning
■ Operant Conditioning
2.COGNITION
Approach to learning
encompasses all the mental
activities of humans as they work
to solve problems or cope with
situations
■ Iconic Rate Learning
■ Vicarious Learning or
Modelling
■ Reasoning or Analogy
Consumer Learning
through Classical
Conditioning
Classical conditioning
refers to the process of
using an existing
relationship between a
stimulus and response to
bring about the learning of
the same response to a
different stimulus
Consumer Learning
by Operant
Conditioning

Operant conditioning differs

from classical conditioning
primarily in the role and timing
of reinforcement.
The Process of
Shaping in Purchase
Behaviour

Shaping is the process of

encouraging partial responses
leading to the final desired
response (consume a free
sample, buy at a discount, buy
at full price)
 Iconic Rate Learning (Association between two
or more concepts in the absence of conditioning)

■ Vicarious Learning or ■ Reasoning or Analogy

Modelling (learning by
imagining outcomes or
observing others)
GENERAL CHARACTERISTIC OF LEARNING
The strength of learning depend on six basic factors:
1. Importance (refers to the value that consumer places on the
information to be learned, the grater the Importance, the greater the
learning)
2. Message Involvement (is the degree to which the consumer is
interested in the message it self, the greater message involvement,
the greater learning)
3. Mood (is the temporary mental state or feeling of the consumer)
4. Reinforcement (is anything that increase the likehood that a
response will be repetead in the future)
5. Repetition (the number of times that we are exposed to the
information or that we practice behaviour)
6. Imagery (degree to which concepts evoke well defined mental
images)
Memory
Memory is the total accumulation of prior
learning experience.
Component of Memory:
– Short-term memory
– Long-term memory
Short-term Memory
Types of information processing activities occur in short-term memory:
■ Elaborate Activities
The use of previously stored experience, values, attitudes, beliefs,
and feelings to interpret and evaluate information in working memory
as well as to add relevant previously stored information.
■ Maintenance Rehearsal
The continual repetition of a piece of information in order to held it in
current memory for use in problem solving or transferal to long-term
memory.
Short term Memory Activities
involve,
■ Concept
Abstractions of reality that capture the meaning of an item in terms
of other concepts.
■ Imagery
Involve concrete sensory representations of ideas, feelings, and
objects.
Long-term Memory

■ Semantic Memory
The basic knowledge and feelings an individual has about a concept.
It represents the person’s understanding of an object or event at its
simplest level.
■ Episodic Memory
This is the memory of a sequence of events in which a person
participated. They often elicit imagery and feelings.
■ Schema or Schematic Memory (Knowledge Structure)
A pattern of such associations around a particular concept.
■ Scripts
Knowing Vs. Remembering

■ Implicit Memory (knowing)

■ Explicit Memory (remembering)
BRAND IMAGE AND PRODUCT
POSITINING
■ Brand Image

Can be refers to the Schematic Memory of a brand. It

containts the target market interpretation of the produc
attributes, benefit, usage situation, users, and
manufactur/marketer characteristic. It is what people
think of and feel when they hear or see a brand name
■ How Powerful are Brand Images ?

Think of Nike, and Calvin Klein Product. For many

consumer, each of these names conjures up a rich
pattern of meaning and feelings. Also Brand image can
be important in any product category.
PRODUCT POSITIONING

■ Product Positioning

– Is a decision by a marketer to try to achieve a defined Brand

Image relative to competiton within a market segment.

– The term product positioning is most commonly applied to

decisions concerning brands, but it is also used to describe the
same decisions for stores, companies, and product categories.
■ The Term Product Position and Brand Image

– They are often used interchangeably. In general however, product

posiiton involves an explicit refrence to a brand’s Image relative
to another Brand or the Overall Industry
■ Once a marketer decides on an appropriate product position, the
marketing mix is manipulated in a manner designed to achieve that
position in the target market. The stimuli that maketer employ to
influence a product interpretation and thus its position can be quite
subtle
PERCEPTUA
L MAPPING
 Perceptual Mapping

 Offers marketing managers a

useful technique for measuring
and developing a product position.

 Perceptual Mapping takes

consumer perception of how
similar various brand or product
are to each other and relates these
perception to product attribute
PRODUCT
REPOSITIONIN
G
 Product Repositioning

 The image consumers have of

brands change over time. The
evolution of images and product
positions over time is natural and
to an extend inevitable.

 Product Repositioning, on other

hand, refers to a delibrate decision
to significantly alter the way the
market vies a product. This could
involve its lever of performance,
the feelings it evokes, or even who
use it.
Brand Equity

■ Brand equity is the value consumers assign to a brand above and

beyond the functional characteristics of the product. For example,
many people pay a significant premium for Bayer aspirin relative to
store brands of aspirin although they are chemically identical. Brand
equity is nearly synonymous with the reputation of the brand.
■ Brand equity is based on the product position of the brand. A
consumer who believes that a brand delivers superior performance, is
exciting to use, and is produced by a company with appropriate social
value is likely to be willing to pay a premium for the brand.
Brand Leverage

■ Brand leverage, often termed family branding, brand extensions, or

umbrella branding, refers to marketers capitalizing on brand equity by
using an existing brnd name for new products.
■ Successful brand leverage generally requires that the original brand
have a strong positive image and that the new product fit with the
original product on at least one of four dimensions :
■ Compliment : The two products are used together
■ Substitute : The new product can be used instead of the original
■ Transfers : Consumers see the new product as requiring the same
manufacturing skills as the original
■ Image : The new product shares a key image component with the
original