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Harwinder Singh Rathore(14)

Jaina Soni(15)

Jainendra Bisht(16)

Karan Kumar(17)

Karan Singh Rana(18)

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1. Learning

2. Consumer learning

3.

Importance4. Increase consumer retention power

5. Learning theories

6. Conclusion

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Learning is any relative permanent change inbehavior or behavior potential produced byexperience .

Feature

Involves some kind of experience . Behavioral changes occurring due to learning are

permanent

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It is process that continually evolves andchanges as a result of newly acquiredknowledge or from actual experience.

Consumer learning is :-

Intentional:- Acquired through careful search

Incidental:-Acquired through accidents or less effort.

Ex:- Ad of new product of familiar brand

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Motivation

Cues

Response

Reinforcement

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MOTIVATION CUES Prime task of marketers

to uncover motives.

Aim behind is how theproduct would beuseful to consumer

Unfilled need leads to

motivation and whichleads to learning. Example:-when we learn

to ride a bicycle or car weare motivated

Cue is a stimulus thatsuggest to satisfy salient

motive Motivation leads to

learning.

Ad ,market place, pricing,packaging etc serve as

cues.

Example:- advertisementfor an exotic trip recognizesneed for vacation

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RESPONSEREINFORCEMENT

How individual reacts tocues or drives is response.

Learning occurs whenresponses are clear.

Example :- Car Manft.provide cues to

individuals but it does notresult in sale ,but if he isable to get the response itcan covert to sale

It increases likelihoodthat a specific responseoccur in future oninducement of stimuli orcue.

Example :-If an individual

in on having food at arestaurant gets full valueof money ,he plans to dineat the same place again .

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Promotes brands loyalty

Increases brand equity

Improves Classification on basis of

Variety

Quality

Design etc

Improves market share of the company Build company financially strong and generate

good amount of revenue.

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LEARNING THEORIES 

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The following are the learning theories :-

Classical conditioning.

Instrumental conditioning.

Observational Learning.

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Conditioning is response to situation built upthrough repeated exposure.

In the following theory

Ivan Pavlov , Russian physiologist conductedexperiment to describe conditioning.

He conducted his studies on dogs.

In his experiment a hungry dog was operated &fitted with instruments in mouth , aim behind tocheck the learning.

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After operating , a bell was sounded and food wasgiven to dog, seeing food started salivating.

After some trials ,bell was sounded and dog startedsalivating ,without giving food to dog.

Here Bell =conditional stimulus

Food = Unconditional stimulus

Salivation = Unconditional Response

At particular time if the food was offered to dogthen after repeated trial the dog would salivate atthat particular time. Time = Conditional Stimulus

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The following theory says that learning occurthrough trial and error .

It leads to development of behavior.

Instrumental conditioning is also called operantconditioning.

It the following experiment The experiments was carried out on rats.

A hungry rat was placed in skinner box, which had alever ,on pressing it food pellet was delivered to rat.

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Continuous pressing of lever helped rat learnway to satisfy his hunger whenever he wasplaced in the box .

Pressing pellet = conditional stimulus

Dropping of food pellet = unconditionalresponse .

Limitation :Rat will perform till he his hunger is not

satisfied

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Observational learning = Imitation

This Type of learning was first was studied by

Bandura.

Advertisers recognize the importance ofObservational learning in selection of models and

celebrities.

Ex:-Malbro Cigarettes failure in 1980·s by advertising agirl holding Cigarette.

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ConsumerModels with whom target audiencecan identify achieving certain positive outcometo common problems

Children LearnMuch of their social behaviorand consumer behavior by observing oldersiblings.

Ex: In boys ,buying a Bike by seeing their siblingdriving .

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Recoganization & recalls

Aided recalls

Unaided Recalls

Brand Loyalty Attitudinal Loyalty

Behavioral loyalty

Framework of customer loyalty

Brand Equity

Association with mega brands

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