Consumer wants, learning, motives etc. Opinion leaders-- Spokespeople etc. Marketers try to attract opinion leaders
Both contribute to an understanding of consumer behaviour. Behavioural Theorists view learning as observable responses to stimuli, whereas Cognitive Theorists believe that learning is a function of mental processing. Includes Repetition, Stimulus generalization and Stimulus discrimination.
Instrumental Learning theorists believe that learning occurs through a trial and error process in which the positive outcomes in the form of results or desired outcomes lead to repeat behaviour like Repeat Purchase or Repeat Positive Word of Mouth.
Both positive and negative reinforcement can be used to encourage the desired behaviour. The timing of repetitions influences how long the learned material is retained. Learning usually persists longer with distributed re-inforcement schedule, while mass repetitions produce more initial learnings.
Observational Conditioning or Vicarious Learning: Cognitive theorists are concerned with how information is processes by the human mind: Involvement theory proposes that people engage in limited information processing in situations of low relevance to them and people engage in extensive information processing in situations of high relevance.
TV is a low involvement medium for learning and print and interactive media encourage more cognitive information processing. Measures of consumer learning include recall and recognition tests, cognitive responses to advertising, and attitudinal and behavioural measures of brand loyalty.
Brand Equity refers to the inherent value a brand name has in the marketplace. Brand Loyalty consists of both attitudes and actual behaviours toward a brand and both must be measured.
For marketers, the major reasons for understanding how consumers learn are to teach them that their brand is best and to develop brand loyalty. What does your brand mean to your customers? Are they really loyal to your brand? How do you increase their loyalty?Consumer learning 1.
CONSUMER LEARNINGBy Balachandar K 2.
“Learning is defined as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior” “It is a relatively permanent change in behavior caused by experience” Learning is a process.
It’s the . Consumer Behavior is the most exciting area in the study of marketing! Consumer behavior is omnipresent, we cannot escape it – every moment of our lives we are engage in some form of consumer behavior. consumer behaviour – 6: learning induvidual determinats of behaviuor INTRODUCTION To understand the buyer and to make a customer out of him is the main purpose of the study of consumer behaviour/5(6).
View Notes - Notes on Consumer learning from MKTG at Winona State University. Consumer learning Two Major Learning Theories Behavioral learning o Based on .
Consumer behavior is all about the way people buy and use products and services. Understanding consumer behavior can help you be more effective at marketing, design, product development, and every other initiative that impacts your customers.
Nov 25, · Consumer Learning is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behaviour. Most of the learning is incidental. Some of it is intentional.