Consumer behaviour in some products

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Exploring Consumer Behaviour (ECB)
Assignment Topic How Consumers Learn?
Student Name M.K.N.S. Alwis
Reg. No. 0000028433
June 2017 Examination
Postgraduate Diploma in Marketing
Sri Lanka Institute of Marketing

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01. ASSIGNMENT CHECKLIST & DECLARATION FORM
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02. ASSIGNMENT MARKING SCHEME
Assignment Marking Scheme
June 2017
Subject Exploring Consumer Behaviour (ECB)
Student Registration Number 0000028433
Criteria
Marks
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1-5
This has addressed the purpose of the assignment 6-10
Has addressed the purpose of the assignment coherently 11-15
This has addressed the purpose of assignment
comprehensively
16-20
Clarity of expression 20
An attempt to organize in a logical manner 1-5
Satisfactory showing of logical manner and organization 6-10
Shows higher level of Carefully and logically organized 11-15
Shows coherent structure with clearly expressed ideas 16-20
Using examples/evidences 20
Shows a little use of examples 1-5
Some use of examples. Some evaluation attempted 6-10
Some use of examples. Well evaluated 11-15
Shows appropriate examples are fully and reliably evaluated 16-20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1-5
Demonstrates some critical analysis of relevant theory 6-10
Demonstrates application of theory through critical analysis 11-15
Demonstrates application of critical analysis well integrated 16-20
Following assignment guidelines 20
Limited follow-up of assignment guidelines 1-5
Some level of follow-up of assignment guidelines 6-10
Good display of adherence to assignment guidelines 11-15
Excellent adherence to assignment guidelines 16-20
Total
100
Special Remarks
Signature of the Examiner

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03. ASSISGNMENT
Postgraduate Diploma in
Marketing
Individual Assignment – June 2017
Exploring Consumer Behaviour (ECB)
Examination /Assignment
Registration Period
1st to 30th April 2017
Assignment Submission Period 22nd to 28th May 2017
Late Submission Period 29th to 31st May 2017
Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm
Presentation Date N/A
Email address to send soft copy ecb.pgd@slim.lk
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Assignment Topic:
How Consumers Learn?
CONTENT
Learning involves a change in the content or organization of the long term memory and/or
behaviour of an individual. Consumers learn about their buying behaviour incidentally and as well
as intentionally. For example, many consumers avoid food they had consumed shortly before
becoming ill. Learning is not all knowledge based. For instance, we may experience the sales people
in one store being nicer to us than those in the other. We thus may develop a preference for one
store over the other.
TASK ONE
Define consumer learning with respect to consumer behaviour and distinguish the two major
theories in consumer learning, using appropriate examples from a Sri Lankan context.
Guideline Note 01
Students only have to define the Consumer Learning as given the Text and must submit appropriate
examples from Sri Lankan context to distinguish Two major theories.
TASK TWO
Select a printed advertisement, from a recent newspaper and explain how successfully this
advertisement complies with the concepts of consumer learning.
Guideline Note 02
Find an ad appeared in a registered newspaper within last month, and scan it and paste it on A4
paper (½ size) and identify the wordings / pictures / messages used to relate consumer learning in
order motivate the consumers to buy their products / brands. You must clearly justify each point
with the relevant theory / theories defined in task 1.

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TASK THREE
3.1 Distinguish between Stimulus Generalization (SG) and Stimulus Discrimination (SD) in
relation to consumer behaviour.
3.2 Identify two popular brands available in Sri Lanka and explain how they capitalise on the above
two concepts in their marketing communication activities. You are required to provide evidence
using their quotations that appear in their advertisements.
Guideline Note 03
Distinguish between Stimulus Generalization (SG) and Stimulus Discrimination (SD) in relation to
consumer behaviour, using two popular brands that are found in Sri Lankan advertisements.
Provide quotes to justify your answer.
SPECIAL NOTE:
Students are not expected to do any other research to find these information other than referring to
the ads.
IMPORTANT:
Please refrain from copying-and-pasting information from the Internet or another source and make
sure to reference your work according to the Harvard referencing format.
Word Allocation for each task
Task Content Weightage
Task one 10%
Task two 30%
Task three 60%
Total ( word count 1000 – 1500) 100%
Note: Please refer the given assignment marking scheme for marks allocation.

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04.TABLE OF CONTENTS
01. Assignment Checklist & Declaration Form.............................................................................02
02. Assignment Marking Scheme..................................................................................................03
03. Assignment ..............................................................................................................................04
04. Table of Contents.....................................................................................................................09
05. Executive Summary.................................................................................................................10
06. Introduction..............................................................................................................................11
06.1 Consumer Learning .........................................................................................................11
06.2 Consumer Learning Theories...........................................................................................11
07. Findings, Conclusion...............................................................................................................11
07.1 How people learn through their behaviour? ....................................................................11
07.2 How people learn through their observational?...............................................................13
07.3 Compare a real world example with AIDA Model.........................................................15
07.4 Stimulus Generalization (SG)..........................................................................................17
07.5 Stimulus Discrimination (SD) .........................................................................................17
08. Recommendations....................................................................................................................18
09. References................................................................................................................................19
10. Annexure..................................................................................................................................19

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05. EXCUTIVE SUMMARY
The purpose of this report is to distinguish consumer learning theories using
appropriate real world examples.
Conducted by the information provided in the case study and analyzing the real world
by submitting appropriate examples from Sri Lankan context.
The results indicate that learning involves a change in the content or organization of
the long term memory and behaviour of an individual. Consumers learn about their
buying behaviour incidentally and as well as intentionally. Learning is not all
knowledge based.
It is recommended that the marketers never should launch a product/service without
understanding consumer behaviour. If a consumer involves into repeat purchase over
a period of time, it will generate a loyal consumer base that every company strives to
achieve with the consumer learning process.

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06. INTRODUCTION
06.1 Consumer Learning
Learning refers to gathering knowledge or knowing something.
E.g. learning about latest mobile phones
Consumers learn about product & service whenever they are shopping,
purchasing & consuming. We can differ two types of consumer learning as
Intentional (purposive learning) & Incidental learning (accidently learning).
Therefore Consumer Learning can define as follows;
The process by which consumers obtain purchase and consumption
knowledge and experience that they apply to future purchase behaviour.
06.2 Consumer Learning Theories
Following chart shows the two types of learning theories.
Chart 01: Types of consumer learning theories
Consumer
Learning
Theories
Behavioural
Learning
Therioes
Classical
Conditining
Instrumental
Conditioning
Cognitive
Learning
Therioes
AIDA Model
Tri-component
Model
Innovation
Adoption
Model
Behavioural theories will
explain how people learn
thorough their behaviour
Cognitive theories will
explain how people learn
by deep thinking

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07. FINDINGS & CONCLUSION
07.1 How people learn through their behaviour?
Following table shows how people learn through their behaviour
Table 01: Behavioural Theories with appropriate examples
Outcomes Impact on consumerClassicalConditioning
Stimulus
Generalization –
Understanding or
perceiving
different stimuli as
equal
a) Product line extensions – Anything under
the brand name perceive the same quality
such as LG, Toyota
b) Product form extensions – Perceive the
same product in different forms under the
same brand name such as Mortein, DCSL
c) Family Branding – Perceive related,
products under the same brand name such
as Munchee, Nestle
d) Licensing – A well-known brand name to
be affixed to the products of another
manufacturer such as Richard Trading
Co.(Pvt) Ltd used Disney collection on
their exercise books, Galleria Showroom

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Outcomes Impact on consumer
ClassicalConditioning
Stimulus
Discrimination –
Refers to
understanding of
two stimuli as
totally different
e) Form a unique image for a brand in
consumers mind to convey it’s unique
benefits effectively and differentiate it
from competition such as Sri Lankan
Airlines, Sampath Bank, Lux vs. Rani, &
Signal vs. SudanthaInstrumentalConditioning(Operant
Conditioning)
Customers
continue
purchasing various
products and
services in which
they have
experienced
positive learning
through trails and
mistakes
f) Sera – Unsuccessful product. Able to gain
awareness but no repeat purchases
g) KIK Cola – Able to gain awareness but no
repeat purchases
vs.
vs.

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07.2 How people learn through their observational?
Every cognitive learning theories include 3 stages as following table.
Table 02: Cognitive Theories with appropriate examples
Stage Outcomes Variables Impact on consumer
1stStage–InformationGatheringStage
AIDA Model – Is
used in marketing
to evaluate
marketing
communications
Attention –
Giving
awareness
h) For Mini-Cooper drivers, it's the
"fun" of driving, while for Prius
consumers it may be the fuel
economy or the environmentally
friendliness
Interest –
Creating
preference
Desire –
Willingness
to purchase
Action –
Real
purchasing
2ndStage–EvaluationStage
Tri-component
Model – Explains
how attitudes
affect behaviour
Affective –
Emotions &
feelings
i) For “Chandanalepa” herbal cream,
consumer observes a positive
emotion by a beautiful lady. After
seen her consumer starts to find
about it and purchase
Cognition –
Knowledge
Conation –
Possibility
of
purchasing

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Stage Outcomes Variables Impact on consumer
3rdStage–BehaviourStage
Innovation
Adoption Model
– Explain how
customers
purchase new
products
Awareness
j) For Anchor fresh cream milk
powder they had an issue with
melamine. Because of this
consumers evaluate anchor and
reject but anchor start a big
campaign by saying that Ministry of
Health has approved under safe
FMCG to consume. Anchor use
mass advertisements and they print
a wording as it is certified as a safe
consume on the package. Now
people are adopt to that change and
they still consisting their purchases
Interest
Evaluation
Trial
Adoption

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07.3 Compare a real world example with AIDA Model
Following picture & chart compare a real world example with AIDA Model
Picture 01: Newspaper Advertisement
A1

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Chart 02: Comparing with AIDA Model

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07.4 Stimulus Generalization (SG)
When a competing brand uses the similar packaging design as an already
established brand for its product. This is done in the hope of attracting or
deceiving consumers
Maliban Lemon Puff vs. Munchee Lemon Puff
What’s happening here?
Both are very well known brands in Sri Lanka. To attract attention,
competing brand Munchee used the similar package design as Maliban.
From the picture of biscuits and cut lemon piece, placement of the logo, the
word of ‘Lemon Puff’ and same colours are used (white, yellow & green) as
same as Maliban. The only difference is the font.
Refer Table01 for more examples.
07.5 Stimulus Discrimination (SD)
When a brand uses unique methods in order to completely differentiate itself
from its competing brands. It is done to stand out.
Dialog vs. Mobitel
What’s happening here?
Both are very popular telecommunication brands in Sri Lanka. To attract
attention dialog used “The Future. Today” a totally different slogan to
mobitel “We Care. Always”. The colours used, logo design, fonts are also
different to each other. Both are doing exceptional performance, champions
of change and servicing beyond expectation.
Refer Table01 for more examples.

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08.RECOMMENDATIONS
When a consumer go through his life using a product or service accumulates
his/her experience with that brand. These experiences have an important impact
on what a consumer have learned or remembered which will determine his/her
future action. He/she will may make a repeat purchase or avoid and substitute
depends upon what he/she has learned with his experience.
Consumer learning can be defined as a process through which they acquire
information and experience about a consumption, which they apply to future
buying behaviour. It is also explained as a change in a content of long term
memory and behaviour. From these above mentioned theories one can deduce
that it is a process that results in a concrete behaviour change.
Therefore as marketers we never should launch a product without
understanding consumer behaviour. If a customer involves into repeat purchase
over a period of time, it will generate a loyal consumer base that every company
strives to achieve with the consumer learning process.

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09. REFERENCES
 Consumer Behaviour (11th
Edn), Schiffman Leon G., Wisenblit J. &
Kumar S.R.
 “Consumer Learning” Consumer Behaviour (9th
Edn) (2007), Schiffman
L. & Kaunk L.
10. ANNEXURE
Student Name – M.K.N.S. Alwis
Reg. No. – 0000028433
Batch – June 2017 – Weekend
Email – nipunialwis@gmail.com
Subject – Exploring Consumer Behaviour (ECB)
Lecturer – Mr. Chandana Fonseka
No. of Words – 1083 (excluding title heads & required documents)