Consumer learning

Consumer LearningConsumer Behavior

TC/IS/2011/MS/144Presentation -01MMT-2013Department of Business and Management studiesFaculty of Communication and Business studiesTrincomalee Campus –Eastern University

Consumer Learning

A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

Consumer LearningWhat are

Theroles

of consumer

What are the their

needsWhere to buy them

How to use them

How to maintain

them

How to they get

purchasing decision

How to dispose of

product

ELEMENTS OF CONSUMER LEARNING

Theories based on the basis that learning takes place as the result of observable responses to external stimuli. Also know as stimulus response theory.

A theory of learning based on mental information processing. Often in response to problem solving.

BEHAVIORAL LEARNING THEORY

AB

AFTER REPEATED PAIRINGS

Unconditioned StimulusMeat Past

Conditioned StimulusBell

Conditioned StimulusBell

UnconditionedResponseSalivation

ConditionedResponseSalivation

Unconditioned StimulusDinner aromas

Conditioned Stimulus6o’clock news

Conditioned Stimulus6o’clock news

UnconditionedResponseSalivation

ConditionedResponseSalivation

Instrumental Conditioning requires alink between a stimulus and response.Instrumental Conditioning, the stimulusthat results in the most satisfactoryresponse is the one that is learn. That ismore helpful in explaining complex –goal directed activities.

What am I purchase

“I’m Hungry”

StimulusSituational(need good

looking jeans)

Try Brand A

Try Brand B

Try Brand C

Try Brand D

UnrewardedLegs too loose

UnrewardedTight in seat

UnrewardedBaggy in seat

RewardedPerfect fit

Modeling is the process throughwhich individuals learn behaviorby observing the behavior of otherand the consequences of suchbehavior.

Learning based on mental activity is called Cognitive Learning.

Information processing is related to both the consumer cognitive abilityand the complexity of the information to be processed.

Consumer process product information by attributes,brands,comparison between brands or a combination of these factors .

Greater familiarity with the product category also increase cognitiveability and learning during a new purchase decision particular withregarding to technical information.

HOW CONSUMER STORE, RETAIN, RETRIEVE INFORMATION Human memory

Of central important to the processing of information is the human memory Structure memory Sensory memory Short term memory Long term memory Rehearsals and Encoding

Retention Retrieve information

Involvement theory development from a stream ofresearch called hemispheral lateralization or split braintheory.

Involvement Theory Media Strategy

Print Mediaex-:Newspaper

Magazine Interactive media

ex-:Internet

Visual components of advertising

ex-:TV CommercialPackagingIn store display

Measures of Consumer Learning

1.Recognition and recall measures2.Cognitive Responses to Advertisement3.Attitudinal and behavioral measure of Brand Loyalty