Consumer learning
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This document discusses consumer learning and how understanding consumer behavior can help with marketing strategies. It covers several learning theories including classical conditioning, instrumental conditioning, observational learning, and cognitive learning theory. Classical conditioning involves stimulus-response associations while instrumental conditioning is based on reinforcement of behaviors. Observational learning occurs when consumers observe and model the behaviors of others. Cognitive learning theory focuses on how problem-solving enables consumers to gain control over their environment. Understanding the different learning theories can help marketers determine the best approaches for different products.
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Consumer learning
- 1. Consumer Learning Prof: Hari Iyer
- 2. Objective This presentation is to understand how the consumer learns and how the learning process determines our marketing strategy.
- 3. Consumer Behaviour A consumer is a human being who walks, talks, breathes, laughs, sings, dances, etc. The way in which he/she does all that is called Behaviour. If we can understand the Consumer Behaviour we would be in a better state to make our decisions in business.
- 4. Behaviour Reflexes Responses These components of behaviour are triggered by stimulus
- 11. Relevance
- 15. Strategy • Repetition • Stimulus Generalisation • Stimulus Diffrentiation
- 16. Stimulus Generalization and Marketing • Product Line, Form and Category Extensions • Family Branding • Licensing
- 17. The ability to select a specific stimulus from among similar stimuli because of perceived differences. Stimulus Discrimination Positioning Differentiation
- 18. Instrument (Operant) Conditioning A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.
- 19. A Model of Instrumental Conditioning Stimulus Situation (Need good- looking jeans) Try Brand D Try Brand C Try Brand B Try Brand A Unrewarded Legs too tight Unrewarded Tight in seat Unrewarded Baggy in seat Reward Perfect fit Repeat Behavior
- 20. Instrumental Conditioning • Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors. • A favorable experience is instrumental in teaching the individual to repeat a specific behavior.
- 21. Instrumental Conditioning and Marketing • Customer Satisfaction (Reinforcement) • Reinforcement Schedules • Shaping
- 22. Reinforcement Positive Reinforcement • Positive outcomes that strengthen the likelihood of a specific response • Example: Ad showing beautiful hair as a reinforcement to buy shampoo Negative Reinforcement • Unpleasant or negative outcomes that serve to encourage a specific behavior • Example: Ad showing wrinkled skin as reinforcement to buy skin cream
- 24. Other Concepts in Reinforcement • Punishment • Choose reinforcement rather than punishment • Extinction • Combat with consumer satisfaction • Forgetting • Combat with repetition
- 26. Observational Learning A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.
- 30. Cognitive Learning Theory • Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.
- 32. Models of Cognitive Learning Sequential Stages of Processing Promotional Model Tri- competent Model Making Model Adoption Model Decision Process Attention Cognitive Awareness Knowledge Awareness Knowledge Interest Desire Affective Evaluation Interest Evaluation Persuasion Action Conative Post Purchase Purchase Evaluation Trial Adoption Decision Confirmation
- 33. Examples • Cameras • Mobiles • Cars
- 35. Understanding the type of product Depends on the type of the product & service Low priced/ routine /habitual reminder advertisement periodic promotion • Prominent shelf position New products • High advertising • Free sampling • Special price offer • High value coupons Low knowledge about the product • Ads with detail info • Sales personnel
- 36. Consumer learning • Learning can be intentionally as well as unintentionally. • A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior • Marketers must teach consumers: • where to buy • how to use • how to maintain • how to dispose of products
- 37. Elements of Learning Theories • Unfilled needs lead to motivationMotivation • Stimuli that direct motivesCues • Consumer reaction to a drive or cueResponse • Increases the likelihood that a response will occur in the future as a result of a cueReinforcement
- 38. Measures of Consumer Learning • Recognition and Recall Measures • Aided and Unaided Recall • Cognitive Responses to Advertising • Copy testing Measures • Attitudinal and Behavioral Measures of Brand Loyalty
- 39. Thank You Rohan Bagda B005 Sahil Kyal B009 Mohit Sharma B012 Amrit Singh B015 Harsh Kumar Jhunjhunwala B017 Avishi Garg B032 Akul Singhal B040
Editor's Notes
- Motives Motivation is important because it will differ from one consumer to the next. We may all have a need, but some are more motivated to fulfill the need versus another . Cues Capable of providing direction i.e. it influences the manner in which, to respond to motive.e.g. hungry man is guided by restaurant signs or aroma of food. Response Mental or physical activity in reaction to a stimulus. Reinforcement Anything that follows the response and increase the tendency of response to reoccur in a similar situation.