LEARNING
Consumer Learning

LEARNING
 Can be defined as relatively permanent
change on behavior occurring as a result of
experience. (experience may be of purchase
and consumption)

TYPES OF LEARNED BEHAVIORS
 Physical behavior
 We learn many physical behaviors to respond to a situation e.g. learn to walk ,
talk , interact with others, and also the method of responding to various
purchase situations.
 Consumers learn certain physical activity through the process of modeling, in
which they mimic the behavior of other individual such as celebrities.
 Symbolic Learning and problem Solving
 Traffic signs , McDonald's Golden arches, slogans etc. and also the cognitive
process.
 One can also engage in problem-solving process of thinking and insight
relations.
 Thinking involves the mental manipulation of symbols representing the real
world to form meanings. This leads to insight that is relationships of products
with problems .e.g u may be interested in buying an alarm for car due to certain
symbols or ads but after some insight knowledge that ur car is always in secured
parking lots u decide not ot waste money and spend it for some thing else.

4 ELEMENTS OF LEARNING
1. Motives
Motives arouse individuals and as a result they respond. This arousal function is
essential because it activates the energy needed to engage in learning activity.
By achieving the goal ,the arousal reduces, but have a greater tendency to occur
again, that is why marketers put their product in a way that when relevant
consumer motive arouse their products are their to satisfy the need.
This result that consumer will learn a connection b/w the product and motive .
2. Cues
Capable of providing direction i.e. it influences the manner in which, to respond to
motive.e.g. hungry man is guided by restaurant signs or aroma of food.
3. Response
Mental or physical activity in reaction to a stimulus.
4. Reinforcement
Anything that follows the response and increase the tendency of response to
reoccur in a similar situation.

CONSUMER LEARNING PROCESS
 Learning occurs intentionally (problem
solving process) as well as un-intentionally.
 learning and memory theories are useful in
understanding that how consumers wants
and motives are acquired and how their
tastes are developed, how frequently we are
going to repeat our advertising , how visuals
,symbols ,sounds and other techniques can
facilitates promotion.

SOME PEOPLE PURCHASE A WATCH FROM A COGNITIVE
AND RATIONAL VIEWPOINT WHERE AS SOME MAY GO FOR
ITS STYLING OR ITS ASSOCIATION WITH A CERTAIN LIFE
STYLE OR STATUS LEVEL THIS IS AN EXPERIMENTAL
EMOTIONAL APPROACH

VARIATIONS IN CONSUMER DECISION
MAKING
 Depends upon the type of product
 Low priced /routine /habitual
 Reminder adv.
 Periodic promotion
 Prominent shelf position
 New products
 High adv.
 Free sampling
 Special price offer
 High value coupons
 Low knowledge about the product
Ads with detail information
Sales personnel

AFFECTIVE LEARNING
 People learn to value certain elements of their
environment and dislike others. This means
that consumers learn many of their wants
,needs, motives as well as what products
satisfy these needs.
 Learning also influence the consumers in
developing a favorable or unfavorable attitudes
towards some product.

Conditioning
Based on
conditioning
through
association or
reinforcement
Thinking
Intellectual
evaluation
comparing
attributes with
values
ConditioningThinking
HOW CONSUMERS LEARN
Modeling
Based on
emulation
(copying) of
respected
examples

CONSUMER LEARNING PROCESSES
 Cognitive Learning (Thinking)
 Consumers learn through information processing and
problem solving
 Behavioral Learning (Conditioning)
 Learning via association (classical conditioning)
 Learning via reinforcement (instrumental cond.)
 Modeling Processes (Modeling)
 Based on observation of outcomes and consequences
experienced by others

Goal
achievement
Insight
Purposive
behavior
COGNITIVE LEARNING PROCESS
GOALS LEADS TO PURPOSIVE BEHAVIOR WHICH
LEADS TO INSIGHT AND TO GOAL ACHIEVEMENT.
Goal

BEHAVIORAL LEARNING THEORY.
Based on the fact that
learning occurs through
the connection b/w an
external stimuli and
response (S-R).

BEHAVIORAL LEARNING THEORY.
 Two approaches of the theory
1. Classical conditioning
2. Operant conditioning
 Classical conditioning
 Says that learning is an associative process
with an already existing relationship b/w a
stimuli and response. e.g. of food and
salivation that is not taught rather it already
exists. or we can say food is unconditional
stimuli and so as unconditional response
salivation.

CLASSICAL CONDITIONING PROCESS
Conditioned
Stimulus (bell,
Lipton Tea ,Brita water
filtration pitcher)
Association develops through
contiguity and repetition
Unconditioned
stimulus
(Food, family events
waterfall)
Unconditioned
response
(salivation,
fun& enjoyment,
purity ,freshness)
Conditioned
response
(salivation,
fun& enjoyment,
purity ,freshness)

 This Brita ad uses
classical
conditioning

CONSIDERATIONS WHILE APPLYING THE THEORY
1. Contiguity : unconditional and conditional
stimuli must be close enough in time and
space
2. Repetition: the more often the unconditional
and conditional stumble occur together the
stronger the association

OPERANT CONDITIONING
 The individual must actively operate or act on
some aspect of environment for learning to
ossur.Also called instrumental conditioning.
 Is that learner or consumer will discover the
appropriate response that will be reinforced.
i.e. instead of dog put a pigeon in the box .
 Button = conditional stimuli
 Food = positive reinforcement
or
unconditional stimuli

Increase or decrease in
probability of repeat
behavior (purchase)
INSTRUMENTAL CONDITIONING PROCESS
Positive or negative
consequences occur
(reward or punishment)
Behavior
(consumer uses
product or service)

DISTINCTION B/W THEORIES
1. Involve an already
established response
to another stimuli
2. The outcome is not
dependant on
consumers actions
3. Influences and
change the opinions
1. No previous stimuli
–response relation
2. The outcome is
dependent on
learner’s action
3. Influences changes
in goal –oriented
behavior.

EXTERNAL INFLUENCES ON CONSUMERS
Culture
Subculture
Social class
Reference
groups
Situations

ENVIRONMENTAL INFLUENCES ON
CONSUMER BEHAVIOR
 Culture
 That includes knowledge , belief, art,morals,law,
customs, and any other capabilities and habits
acquired by man as a member of society. every
thing that is socially learned and shared by the
members of society.
 Characteristics of culture
 Culture is learned
 From one generation to an other

 Culture is socially shared
 American culture in our society / TV programs etc.
 Culture are similar but diff.
 e.g. calendar / education/ family/ music/ gestures/ housing
etc.
 Is persistent
 Cultural elements are handed down from generation to
generations cant escape ur cultural heritage
 Is adaptive
 But in spite of resistance culture is changing gradually rate
of change varies.
 Organized as well as integrated.
 Tends to form a consistent and integrated as a whole.

 Subculture
 Marketers can distinguish more homogeneous
groups subgroups within the heterogeneous
national society. Sindhi / Punjabi/ pathan etc.
 Race , nationality, religion
 Social class
 Social class Vs Status
 Both can be of same social class but diff. in status
 Reference/ social groups
 What role you are playing in the group

MAITHILI BAVKAR
SAPNA JAIN
VIJAYALAKSHMI N
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THANK YOU