Consumer & industrial buying behaviour learning

CONSUMER & INDUSTRIAL BUYING BEHAVIOUR

Submitted by: Sushant LullaSubmitted to Dr. Anannya Deb Roy

OBJECTIVE

• To study the consumer learning theories• To study the marketing

implications of the learning theories.

MOTIVATION

CUES

RESPONSE

REINFORCEMENT

BEHAVIORAL LEARNING THEORIES

CLASSICAL LEARNING

STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING

REPETITION

Repetition creates boredom

Repetition creates boredom

--COSMETIC VARIATION

--SUBSTANTIVE VARIATION

STIMULUS GENERALIZATION

To Overcome it?

PRODUCT LINE EXTENSION

PRODUCT FORM EXTENSION

STIMULUS DISCRIMINATION

INSTRUMENTAL

REINFORCEMENT OF BEHAVIOR

POSITIVE REINFORCEMENT

NEGATIVE REINFORCEMENT

EXTINCTION

PUNISHMENT

STRATEGIC APPLICATION OF INSTRUMENTAL CONDITIONING

TOTAL OR CONTINUOUS REINFORCEMENT

SYSTEMATIC OR FIXED RATIO REINFORCEMENT

RANDOM OR VARIABLE RATIO REINFORCEMENT

SHAPING REINFORCEMENT

COGNITIVE THEORY

INVOLVEMENT THEORY

LOW INVOLVEMENT INFORMATION PROCESSING

HIGH INVOLVEMENT INFORMATION PROCESSING

INTEGRATED PROCESSORS

CENTRAL AND PERIPHERAL ROUTES TO PERSUASION

CENTRAL ROUTES TO PERSUASION

PERIPHERAL ROUTES TO PERSUASION

THANKYOU