Consumer Behaviour

(Group Assignment)

1.0 Learning, Memory, and Product Positioning.

Find and describe three advertisements, one based on Cognitive learning, another
based on Operant conditioning, and the third based on Classical conditioning.
Discuss the nature of each advertisement and how it utilises that type of learning.

2.0 Consumer Attitudes and Change

One industry that relies heavily on attitude to market its products is the soft drink
industry. These products are not sold on attributes but rate highly on attitude.

To build attitudes, companies have to do two things, namely create emotional

benefits with the Brand and link it to consumer personality.

Take the example of Coca-Cola, Pepsi, Red Bull, and Mountain Dew. How have
these companies created a unique identity and attitude of their own?

3.0 Consumer Decision Process and Problem Recognition

Describe a purchase you made using nominal decision making, one using limited
decision making and one using extended decision making. What caused you to
use each type of decision process?

Date : 18th Dec 2017

Marks : 15