Harwinder Singh Rathore(14) Jaina Soni(15) Jainendra Bisht(16) Karan Kumar(17) Karan Singh Rana(18)
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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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