PRESENTATION

ON

CONSUMER LEARNING

INTRODUCTION

A consumer- is a person or group of people that are the final users of products and or services generated within a social system.

learning- the acquisition of knowledge or skills through study, experience.

Acc to “Schiffman & kanuk’’ - Consumer learning- as a process by which

individual acquire the purchase & consumption knowledge and experience that they apply to future related behavior.

FUNDAMENTAL COMPONENTS OF LEARNING1. Motivation – is important to learning theory.

It is based on needs and goals. It is act as a instrument to learning.

2. Cues – are the stimuli that give direction to these motives. In the market place, price, styling, packaging and store displays all serve as cues to help consumers fulfill their needs in product- specific ways.

3. Response – How individuals react to a drive

or cues-

How they behave- constitute their response.

4. Reinforcement - increases the likelihood that a

specific response will occur in the future as

the result of particular cues or stimuli.

BEHAVIORAL LEARNING THEORIES

Classical conditioning – theorists regarded all

organisms (both animal and human) as

relatively passive entities that could be taught

certain behaviors through repetition.

The word conditioning means automatic

response to a situation build up through

repeated exposure.

PAVLOVIAN MODEL OF CLASSICAL CONDITIONING

Unconditioned stimulus

meat paste

Unconditioned response

salivation

Conditioned stimulation

bell

After repeated pairings:

Conditioned stimulus Conditioned response

bell salivation

STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING Repetition – increases the strength of the

association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting.

Stimulus generalization – it explain why manufacturers of private-label brands try to make their packaging closely resemble the national brand leaders. They are hoping that consumers will confuse their packages with the leading brand and buy their product rather than the leading brand.

Stimulus discrimination – is the opposite of

stimulus generalization and result in the

selection of a specific stimulus from among

similar stimuli.

Instrumental conditioning-

it requires a link between a stimulus and a response. However, in this, the stimulus that results in the most satisfactory response is the one that is learned.

This model of learning applies to many situations in which consumers learn about products, services, retail stores.

Modeling or observational learning –

modeling is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.

Advertisers recognize the importance of observational learning in their selection of models – whether celebrities or unknowns.