Consumer Behaviour

LEARNINGConsumer Learning

LEARNING

Can be defined as relatively permanent change on behavior occurring as a result of experience. (experience may be of purchase and consumption)

TYPES OF LEARNED BEHAVIORS

Physical behavior We learn many physical behaviors to respond to a situation e.g. learn to walk ,

talk , interact with others, and also the method of responding to various purchase situations.

Consumers learn certain physical activity through the process of modeling, in which they mimic the behavior of other individual such as celebrities.

Symbolic Learning and problem Solving Traffic signs , McDonald's Golden arches, slogans etc. and also the cognitive

process. One can also engage in problem-solving process of thinking and insight

relations. Thinking involves the mental manipulation of symbols representing the real

world to form meanings. This leads to insight that is relationships of products with problems .e.g u may be interested in buying an alarm for car due to certain symbols or ads but after some insight knowledge that ur car is always in secured parking lots u decide not ot waste money and spend it for some thing else.

4 ELEMENTS OF LEARNING

1. MotivesMotives arouse individuals and as a result they respond. This arousal function is

essential because it activates the energy needed to engage in learning activity.

By achieving the goal ,the arousal reduces, but have a greater tendency to occur again, that is why marketers put their product in a way that when relevant consumer motive arouse their products are their to satisfy the need.

This result that consumer will learn a connection b/w the product and motive . 2. CuesCapable 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. 3. ResponseMental or physical activity in reaction to a stimulus.4. ReinforcementAnything that follows the response and increase the tendency of response to

reoccur in a similar situation.

CONSUMER LEARNING PROCESS

Learning occurs intentionally (problem solving process) as well as un-intentionally.

learning and memory theories are useful in understanding that how consumers wants and motives are acquired and how their tastes are developed, how frequently we are going to repeat our advertising , how visuals ,symbols ,sounds and other techniques can facilitates promotion.

SOME PEOPLE PURCHASE A WATCH FROM A COGNITIVE AND RATIONAL VIEWPOINT WHERE AS SOME MAY GO FOR ITS STYLING OR ITS

ASSOCIATION WITH A CERTAIN LIFE STYLE OR STATUS LEVEL THIS IS AN EXPERIMENTAL EMOTIONAL APPROACH

VARIATIONS IN CONSUMER DECISION MAKING Depends upon the type of product Low priced /routine /habitual

Reminder adv. Periodic promotion Prominent shelf position

New products High adv. Free sampling Special price offer High value coupons

Low knowledge about the productAds with detail information Sales personnel

AFFECTIVE LEARNING

People learn to value certain elements of their environment and dislike others. This means that consumers learn many of their wants ,needs, motives as well as what products satisfy these needs.

Learning also influence the consumers in developing a favorable or unfavorable attitudes towards some product.

ConditioningConditioning

Based on conditioning

through association or reinforcement

Based on conditioning

through association or reinforcement

ThinkingThinking

Intellectual evaluation comparing

attributes with values

Intellectual evaluation comparing

attributes with values

ConditioningConditioningThinkingThinking

HOW CONSUMERS LEARN

ModelingModeling

Based on emulation

(copying) of respected examples

Based on emulation

(copying) of respected examples

CONSUMER LEARNING PROCESSES Cognitive Learning (Thinking)

Consumers learn through information processing and problem solving

Behavioral Learning (Conditioning) Learning via association (classical conditioning) Learning via reinforcement (instrumental cond.)

Modeling Processes (Modeling) Based on observation of outcomes and

consequences experienced by others

Goalachievement

Goalachievement

InsightInsight

Purposivebehavior

Purposivebehavior

COGNITIVE LEARNING PROCESSGOALS LEADS TO PURPOSIVE BEHAVIOR WHICH LEADS TO INSIGHT AND TO GOAL ACHIEVEMENT.

GoalGoal

BEHAVIORAL LEARNING THEORY.

Based on the fact that learning occurs through the connection b/w an external stimuli and response (S-R).

BEHAVIORAL LEARNING THEORY. Two approaches of the theory1. Classical conditioning2. Operant conditioning Classical conditioning Says that learning is an associative

process with an already existing relationship b/w a stimuli and response. e.g. of food and salivation that is not taught rather it already exists. or we can say food is unconditional stimuli and so as unconditional response salivation.

CLASSICAL CONDITIONING PROCESS

ConditionedStimulus (bell,

Lipton Tea ,Brita waterfiltration pitcher)

ConditionedStimulus (bell,

Lipton Tea ,Brita waterfiltration pitcher)

Association develops throughcontiguity and repetition

Unconditionedstimulus

(Food, family events waterfall)

Unconditionedstimulus

(Food, family events waterfall)

Unconditionedresponse(salivation,

fun& enjoyment,purity ,freshness)

Unconditionedresponse(salivation,

fun& enjoyment,purity ,freshness)

Conditionedresponse(salivation,

fun& enjoyment,purity ,freshness)

Conditionedresponse(salivation,

fun& enjoyment,purity ,freshness)

This Brita ad uses classical conditioning

CONSIDERATIONS WHILE APPLYING THE THEORY

1. Contiguity : unconditional and conditional stimuli must be close enough in time and space

2. Repetition: the more often the unconditional and conditional stumble occur together the stronger the association

OPERANT CONDITIONING The individual must actively operate or

act on some aspect of environment for learning to ossur.Also called instrumental conditioning.

Is that learner or consumer will discover the appropriate response that will be reinforced. i.e. instead of dog put a pigeon in the box .

Button = conditional stimuli Food = positive reinforcement

or unconditional stimuli

Increase or decrease inprobability of repeatbehavior (purchase)

Increase or decrease inprobability of repeatbehavior (purchase)

INSTRUMENTAL CONDITIONING PROCESS

Positive or negativeconsequences occur

(reward or punishment)

Positive or negativeconsequences occur

(reward or punishment)

Behavior(consumer uses

product or service)

Behavior(consumer uses

product or service)

DISTINCTION B/W THEORIES

1. Involve an already established response to another stimuli

2. The outcome is not dependant on consumers actions

3. Influences and change the opinions

1. No previous stimuli –response relation

2. The outcome is dependent on learner’s action

3. Influences changes in goal –oriented behavior.

EXTERNAL INFLUENCES ON CONSUMERS

Culture

Subculture

Social class

Referencegroups

Situations

ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR

Culture That includes knowledge , belief,

art,morals,law, customs, and any other capabilities and habits acquired by man as a member of society. every thing that is socially learned and shared by the members of society.

Characteristics of culture Culture is learned

From one generation to an other

Culture is socially shared American culture in our society / TV programs etc.

Culture are similar but diff. e.g. calendar / education/ family/ music/ gestures/

housing etc. Is persistent

Cultural elements are handed down from generation to generations cant escape ur cultural heritage

Is adaptive But in spite of resistance culture is changing

gradually rate of change varies. Organized as well as integrated.

Tends to form a consistent and integrated as a whole.

Subculture Marketers can distinguish more

homogeneous groups subgroups within the heterogeneous national society. Sindhi / Punjabi/ pathan etc. Race , nationality, religion

Social class Social class Vs Status

Both can be of same social class but diff. in status

Reference/ social groups What role you are playing in the group

MAITHILI BAVKARSAPNA JAIN

VIJAYALAKSHMI N

Presented By:

THANK YOU