learning process in consumer behavior

1. Learning
“A process through which an
individual gets purchase and
consumption knowledge”.

2. Behavioural learning/classical
conditioning
“Type of learning which is
action and reaction based”.

3. Stimulus generalization
The term refers to:
“In this context, it means More or less similar
products categorized accordingly by a brand.”

4. Stimulus generalization
Line extension
• Products for New Demographics
1-Toyota hilux (for hilly areas)
2-Toyota camry(for urban areas)
3-Toyota corolla(for rural areas)
• Products at New Price Points
Toyota lexus(for upper class)

5. Stimulus generalization
Line extension
Other examples:
Corolla
Corolla hybrid
Corolla fielder

6. Stimulus generalization
Family branding
Family branding refers to:
“ the group of brands that falls under the same
parent brand, marketed under the same parent
brand and carries the same set of values as the
parent brand”.

8. Stimulus discrimination
The term refers to:
“the ability of a product to differentiate itself
from other products of the same brand”.

10. Instrumental conditioning
The term refers to:
“The learning on the basis of
reinforcement/award or punishment”.

11. Instrumental conditioning
Toyota loyalty club
“You can enjoy unlimited rewards by joining Toyota
Loyalty Club. Our Loyalty Club membership is free
of cost and does not apply any charges”.
Eg.
• SEPARATE SERVICE COUNTER
• ROAD SIDE ASSISTANCE
• PICK & DROP FACILITY
• PRIORITY ON SERVICE
• PRIORITY ON SALES
• GIFTS & AWARDS

12. Instrumental conditioning
Toyota used car gala
A platform where all the used cars are replaced/sold to get
the best deals of used cars.

13. Cognitive learning
“Using the brain more effectively to make
connections when learning new things”.