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Consumer Learning
 

Consumer Learning

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The process by which individual acquire the purchase and consumption knowledge and experience that they apply to future related behavior

The process by which individual acquire the purchase and consumption knowledge and experience that they apply to future related behavior

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  • 13-06-06

Consumer Learning Consumer Learning Presentation Transcript

  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationA PRESENTATION ONCONSUMER LEARNING
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationLearningThe process by which individual acquire the purchaseand consumption knowledge and experience that theyapply to future related behavior
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationConsumer LearningConsumer learning is a process that continually evolves andchanges as a result of newly acquired knowledgeSources of knowledgeFrom readingFrom discussionsFrom observationsFrom thinkingFrom actual experienceKnowledge and experience serve as feedback and providethe basis for future behavior
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationImportance of LearningMarketers must teach consumers where to buy
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationLearning ProcessIntentional LearningLearning that is acquired as a result of a careful searchfor informationIncidental LearningAcquired by accident or without much effort
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationElements of Learning Theories• Motivation• Cues• Response• Reinforcement
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationMotivationMotivation – is basedon needs and goals, actsas a spur to learningUncovering consumermotives is one of theprime tasks formarketers
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationCuesCues – are stimuli that givedirection to the motivesMarketers use Style,Packaging, Price, Advertisingand Display as cues.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationResponseResponse – how individualreact to a cue or driveHow they behave constitutetheir responseA response is not tied to aneed in a one to onefashion
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationReinforcementA positive or negative outcome that influences thelikelihood that a specific behavior will berepeated in the future in response to a particularcue or stimulus.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationCONSUMER LEARNING
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationLearning TheoriesBehavioral Learning TheoriesCognitive Learning Theories
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationBehavioral Learning TheoriesClassical ConditioningInstrumental Conditioning
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationConditioningAutomatic response to asituation built up throughrepeated exposureIvan Pavlov1849 - 1936
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationClassical ConditioningIn a consumer behavior contextafter a number of repetitions, theconditioned response (an action)will be there even only with theconditioned stimulus.e.g Nestle Launching a new product with itsbrand name NestleIvan Pavlov1849 - 1936
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationStrategic Applications of Classical ConditioningRepetitionStimulus GeneralizationStimulus Discrimination
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationRepetitionRepetition works by increasing the strength of theassociations and slowing the process of forgetting.There is a limit to the amount of repetition that will aidretentionE.g. Walls advertising campaign, Telenor and Ufoneadvertising campaignAn individual can become satiated and attention andretention will decline, when exposure beyond a certainpoint. Effects known as Advertising Wear out
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationAdvertising wear outcan be decreased byvarying theadvertising message.Cosmetic VariationTo avoid wear out,marketers repeat thesame advertisingtheme in a variety offormats.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationSubstantive VariationA substantive variation isdescribed as changes inadvertising content acrossdifferent versions of anadvertisement, with nochanges in cosmetic features.Attitudes formed as a resultof exposure to substantivelyvaried ads were also moreresistant to change in the faceof attack.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationHow much Repetition is enough?Three hit theory - Some researcher says, numberof exposure to an advertisement is just three.one to make consumer aware of the product,second to show consumer relevance of theproduct, and third to remind them of itsbenefits.Other researchers say average frequency of 11 to12 exposures is needed to increase theprobability that consumers will actually receivemessages.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationStimulus Generalization• The inability to perceive differences between slightlydissimilar stimuli.• It could be Name, advertising, packaging, styleE.g. Zoom, Dhoom• Learning depends not only on repetition but also onthe ability of individuals to generalize.• Imitative me too products succeed in the marketplace;consumers confuse them with the original product theyhave seen advertised.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationStimulus Generalization and MarketingProduct Line, Form andCategory ExtensionsIt includes different sizes,different colors, even differentflavors but now they also offerproduct form extension andproduct category extensionNumber of different productsassociated with a brand mayactually strengthen the brandname.Product Line Extension
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationProduct LineExtensionProductFormExtensionsProductCategoryExtensions
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationFamily BrandingMarketing a whole line ofcompany products underthe same brand name. Itcapitalizes on theconsumer’s ability togeneralize favorable brandassociations from oneproduct to the nexte.g. Siemens, Nestle,Samsung
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationLicensingAllowing a well-known brandname to be affixed toproducts of anothermanufacturer. The names ofdesigners, manufacturers,celebrities and even cartooncharacters are attached to avariety of products
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationStimulus Discrimination• Stimulus Discrimination is todifferentiate itself from others• Imitators want consumers togeneralize their perceptionsbut market leaders want toretain the top spot byconvincing consumers todiscriminate.• For generic type services e.g.supermarkets, airlines,fastfood restaurants andCredit card stimulusdiscrimination is key tosurvival
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationStimulus Discrimination
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationCONSUMER LEARNING
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationInstrumental Conditioning• Consumers learn by means of TRIAL & ERRORprocess• Some purchase behaviors result in more favorableoutcomes (rewards) than other purchasebehaviors.• A favorable experience teaches the individual torepeat a specific behavior.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationA Model of Instrumental ConditioningStimulusSituation(Need good-looking jeans)TryBrand DTryBrand CTryBrand BTryBrand AUnrewardedLegs too tightUnrewardedTight in seatUnrewardedBaggy in seatRewardPerfect fitRepeat behaviour
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationInstrumental Conditioning and Marketing• Positive and Negative reinforcement• Mass and Distributed learning
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationReinforcementPositive Reinforcement:Positive outcomes that strengthen the likelihood of aspecific responseExample: Ad showing beautiful hair as areinforcement to buy shampoo
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationNegative EnforcementUnpleasant or negative outcomes that serve toencourage a specific behavior
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationOther Concepts in ReinforcementExtinction• When a learned response in no longer reinforcedit diminishes to the point of extinctionForgetting• Combat with repetition
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationMass and Distributed Learning• Marketer must also consider Timing, anotherfactor that affect consumer learning.• Mass advertising produces more initial learning,while a distributed schedule usually results inlearning that persists longer.• When advertiser want an immediate impact orintroduce a new product they generally use amass schedule.• When the goal is long-term repeat buying on aregular basis, a distributed schedule is preferable
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationCognitive Learning Theory• Learning based on mentalactivity is cognitive learning.• When a consumer is facedwith a specific problem, theyanalyze the environmentand try to figure out a quicksolution of their problembased on the mentalactivity.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationInformation ProcessingWhenever consumers receive information it is processed in theirmind. This information is then retained in their memory andrecalled when they are making a purchase decision.Information comprises of• Product attributes• Brands• Comparison between brands• Combination of these
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationRetention and Retrieval• Storage of information in longterm memory is retention• Retention could be done thru Repetition Music (Jingle) Association with celebrity Something unusual
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationCONSUMER LEARNING
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationInvolvement TheoryA theory of consumer learning which postulatesthat consumers engage in a range ofinformation processing activity from extensiveto limited problem solving, depending on therelevance of the purchase.
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationIssues in Involvement Theory• High Involvement• Low Involvement
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationHigh Involvement• High relevance to consumer• High perceived risk Financial risk (e.g. automobile purchase) Social risk (e.g. anti dandruff shampoo)• High information processing• Central route to persuasion is used Technical information More emphasis on product feature Less emphasis on celebrity or environment
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationLow Involvement• Low relevance to consumer• Low perceived risk• Low information processing• Peripheral route to persuasion is usedLess emphasis on product featuresMore emphasis on environment, celebrity andbackground musicUsed for already established brands
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning InspirationTHANK YOUSPECIAL THANKS TOMR. AKHTAR MAHMOOD(A LEARNING INSPITATION)
  • Consumer Learning – Discover Yourself A presentation to Mr. Akhtar Mahmood – A Learning Inspiration