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Consumer LearningProf: Hari Iyer

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ObjectiveThis presentation is to understand how the consumer learhow the learning process determines our mareting strate

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Consumer "ehaviour# consumer is a human being who wals$ tals$ breathes$ laughs$ sings$ The way in which he%she does all that is called "ehaviour!

If we can understand the Consumer "ehaviour we would be in a better smae our decisions in business!

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"ehaviour&e'e(es

&esponses

These components of behaviour are triggered by stimulus

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&elevance

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Classical Conditioning

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Hello

H

Hello

Hello

HelloH)llo

HeHeyy*++

Lo*o,

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.trategy

&epetition .timulus /eneralisation

.timulus 0i1rentiation

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Stimulus Generalization andMarketing

Product Line$ 2orm and Category )(tensions 2amily "randing

Licensing

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The ability toselect aspeci3c

stimulus fromamong similar

stimulibecause ofperceived

di1erences!

StimulusDiscrimina

tionPositioning

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Instrument (Operant

Conditioning# behavioral theory of learning based on a trial4and4error with habits forced as the result of positive e(periences5reinforcement6 resulting from certain responses or behav

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A Model of Instrumental Conditioning

.timulus

.ituation57eedgood4

looingjeans6

Try"rand 0

Try"rand C

Try"rand "

Try

"rand #

8nrewarded

Legs tootight8nrewardedTight inseat8nrewardedBaggy inseat

&ewardPerfect t

Repeat Behavior

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Instrumental Conditioning

Consumers learn by means of trial and error prowhich some purchase behaviors result in more faoutcomes 5rewards6 than other purchase behavi

# favorable e(perience is instrumental in teachinindividual to repeat a speci3c behavior!

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Instrumental Conditioning andMarketing

Customer .atisfaction 5&einforcement6 &einforcement .chedules

.haping

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&einforcement

ositive Rein!orcement

Positive outcomes that strengthen the lielihood of a speci3cresponse

)(ample: #d showing beautiful hair as a reinforcement to buyshampoo

"egative Rein!orcem

8npleasant or negative outcomes that s

)(ample: #d showing wrinled sin as re

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Instrument 5Operant6 Condition

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Other Concepts in Rein!orceme

Punishment Choose reinforcement rather than punishment

)(tinction Combat with consumer satisfaction

2orgetting

Combat with repetition

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O#servational $earni# process by which individuals observe the behavior of otconse9uences of such behavior! #lso nown as modeling vicarious learning!

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Cognitive $earning %heor&

Holds that the ind of learning most characteristhuman beings is problem solving$ which enablesindividuals to gain some control over their enviro

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odels of Cognitive Learning

Se'uential Stages

o!rocessing

romotionalModel

%ricompetent Model

MakingModel

doptionModel

#ttention Cognitive#wareness;nowledge

#wareness

Interest0esire

#1ective )valuation Interest)valuation

#ction Conative

PostPurchasePurchase

)valuation

Trial#doption

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)(amples

Cameras

obiles

Cars

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8nderstanding the type of prod

0epends on the type of the product < service

Low priced% routine %habitual reminder advertisement periodic pro

Prominent shelf position

7ew products

High advertising

2ree sampling

.pecial price o1er High value coupons

Low nowledge about the product

#ds with detail info

.ales personnel

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Consumer learning

Learning can be intentionally as well as unintentionally!

# processby which individuals ac9uire the purchase andconsumption nowledgeand e(periencethat they apply related behavior

areters must teach consumers: where to buy

how to use

how to maintain

how to dispose of products

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*lements o! $earning %heori

8n3lled needs lead to motivationotivation

.timuli that direct motivesCues

Consumer reaction to a drive orcue&esponse

Increases the lielihood that aresponse will occur in the futureas a result of a cue

&einforcement

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Measures o! Consumer $earnin

&ecognition and &ecall easures #ided and 8naided &ecall

Cognitive &esponses to #dvertising

Copy testing easures

#ttitudinal and "ehavioral easures of "rand Lo

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Than *ou

&ohan ".ahil

ohit .ha#mrit .

Harsh ;umar Bhu

#vishi #ul .in