Learning and Consumer Behaviour

8/6/2019 Learning and Consumer Behaviour

1/15

PRESENTED BY:

SATNAM SINGH

RAHUL

INDERPREET

LEARNING AND CONSUMER

BEHAVIOUR


2/15

INTRODUCTION-

y Learning is a natural activity as breathing. Learning starts

even before ones birth. Everybody learn a lot during ones

lifetime from the very beginning to the end of our life.

Learning is all pervasive in our lives. Learning is essential to

consumption process.

y How individuals learn is a matter of interest to marketeers.

Marketeers want consumer to learn about product, product attributes,

potential consumer benefits, how to use ,maintain or even dispose of

the products.


3/15

MEANING-

y Learning is a permanent change in behavior as a result of

experience. It is a process by which individual acquires the

purchase and consumption knowledge and experience that

they apply to related behavior.

y Learning is a continuous process and is changed due to

exposure of new information and personal experience.

Learning is gained through experience and knowledge.

y

Learning may be through direct or indirect ways.


4/15


5/15

FEATURES-

y It must involve a change in ones behavior.

y Normally learning refers to acquiring positive and healthy

practices and habits but bad habits ,back- bitting , DIRTY

WORK POLITICS may also be learned.y Change through learning must be permanent in nature.

y Some form of good or bad experience is necessary for

learning to take place.

y Learning must be because of some interaction with theenvironment and some feedback from such environment

which effects behavior.


6/15


7/15

PRINCIPELES OF LEARNING-y MOTIVES:- Motives are the driving force that impels individuals

to action and is the result of unfulfilled needs. Marketer usemotivation research to know consumer motives and use it indeveloping marketing programs.

y Cues:- In fact Cues is a weak stimulus not strong enough toarouse consumers but is capable of providing direction to alreadymotivated activity. E.g. When a person is hungry he is guided bycertain Cues such as restaurant sign, aroma of food as these arestimuli associated with food preparation and consumption.

y Response:-The way consumers reacts to a Cue is the response

which could be physical or mental leading to learning.y Re- inforcement:- It can be anything that increases the strength of

response and tends to induce repetition of the behavior thatproceeded the re- inforcement.


8/15

Quality of environment

Degree of motivation and

morale

Ones mind set andattitudes

Quality of learningmethods

FACTORSAFFECTINGLEARNING


9/15

THEORIESOF

LEARNING

CLASSICALCONDITIONING

THEORY

OPERANTCONDITIONING

THEORY

COGNITIVELEARNING

SOCIALLEARNING


10/15


11/15

y DURING CONDITIONING:

UNCONDITIONEDSTIMULUS

(BELL)

UNCONDITIONED

STIMULUS

(MEAT)

UNCONDITIONED

RESPONSE

(SALIVATION)


12/15

y AFTER CONDITIONING:

CONDITIONEDSTIMULUS

(BELL)

CONDITIONEDRESPONSE

(SALIVATION)


13/15

y The previous diagram shows that the meat was an

unconditioned stimulus. It caused the dog to react in a

certain way that is noticeable increase in salivation. This

reaction is called unconditioned response. The bell was an

artificial stimulus or conditioned stimulus. But when the bell

was paired with the meat(an unconditioned stimulus), it

eventually produced a response. After conditioning, the dog

started salivating in response to the ringing of the bell alone.

Thus ,conditioned stimulus lead to conditioned response.


14/15

In an organisational setting we can see classical conditioning

operating .

y For example, at one manufacturing plant, every time the top

executive from the head office would make a visit, the plantmanagement would clean up the administrative offices and

wash the windows. This went on for years. Eventually,

employees would turn on their best behavior and look prim

and proper whenever the window were cleaned even on

those occasions when the cleaning was not paired with the

visit from the top brass. People had learnt to associate the

cleaning of the windows with the visit from the head office.


15/15

OPERANT CONDITIONING-GIVEN BY B.F. SKINNER

Learning and Consumer Behaviour

Documents