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CONSUMER BEHAVIOUR
TOPIC: INCORPORATING THEORIES OF LEARNING AND MEMORY INTO MARKETING STRATEGIES OF COLES SUPERMARKETS AUSTRALIA PTY LTD
Table of Contents
Introduction    3
Theories of Memories and Learning Processes    3
Application of Learning Process in Marketing Strategies    3
Application of Memory Process in Marketing Strategies of Coles    4
Role of Learning and Memory in the Field of Advertisement of Coles    4
Impact of these Implementation on Coles Supermarkets Pty. Ltd.    4
Conclusion    5
References    7
Introduction
In marketing, employees learned by experience. Learning is possible when an experience brings a change in individual behaviour. Learning can occur via a series of stimuli and responses. Cognitive activities also come under learning characteristics. In the marketing strategies of a company, learning can be of two types as stated by Dixon and Lazar (2020), classical conditioning and operant conditioning. The important role in a learning process is played by cognitive learning.
Cognitive learning is a result of internal mental activity. In this, individuals learn from the activity around them and apply them to their practical life. The advantage of operant conditioning is when a consumer rewards the product purchase; then; then it tells that the consumer is happy with the product and pleased for the product. The cognitive ability makes the marketing role easy as marketers can show what exactly happens to those who use their product.
Theories of Memories and Learning Processes
The brain collects information as well as knowledge and stores it in the memory in order to use it whenever needed. There is a proper process, which includes encoding, storage and retrieval. First, an individual collects information from an external source and encodes it to store it in the memory. Then, the individual retrieves it whenever needed.
There are mainly three types of memory: sensory memory, short-term memory and long-term memory. All the information is stored in memory based on information. As supported by Kuhns and Touron (2020), in sensory memory, the capacity of taking information is high but holding that information is very low as equal to one second or maybe less than one second. In short-term memory, the information is stored for the sudden implementation of that knowledge and the capacity to capture any information is limited. Still, the holding capacity is less than 20 seconds.
In both short-term and sensory memory, the information passes through an attentive gate that is why it is for the short term. In long-term memory, the information captured is for a long time or permanent and the capacity to hold any information is unlimited or endless for a lifetime. In the long term, the information passes through descriptive behaviour. In long-term memory, the information is accessed anytime in life and this process is known as retrieval. However, several factors can affect retrieval and that are situation, mood compatibility, familiarity, physiological and viewing environment (Mossaei, 2021).
Application of Learning Process in Marketing Strategies
Marketing strategies show the relationship between the marketing stimulus and consumer response. The behavioural learning process appeals to many consumer events. The unconditioned stimulus that extracts some meaning explains why a so popular brand leaves a great effect on the consumer. In marketing strategies, there are many times when a stimulus that extracts is unconditional (Rungtrakulchai, 2021). The response before that stimulus is also unconditioned, hence, this type of conditioning is known as classical conditioning. When a person learns to perform such stimulus that response is...