The document discusses consumer and industrial buying behavior by examining learning theories and their marketing implications. It specifically looks at behavioral learning theories like classical and instrumental conditioning, and how concepts like repetition, reinforcement, and punishment can influence consumer behavior. It also analyzes cognitive theories of involvement and the central and peripheral routes to persuasion.

1. CONSUMER & INDUSTRIAL
BUYING BEHAVIOUR
Submitted by: Sushant Lulla
Submitted to Dr. Anannya Deb Roy

3. OBJECTIVE
• To study the consumer learning
theories
• To study the marketing
implications of the learning
theories.

5. MOTIVATION

6. CUES

7. RESPONSE

8. REINFORCEMENT

9. BEHAVIORAL LEARNING THEORIES

10. CLASSICAL LEARNING

11. STRATEGIC APPLICATIONS OF
CLASSICAL CONDITIONING

12. REPETITION
Repetition creates boredom

13. Repetition creates boredom

14. --COSMETIC VARIATION

16. --SUBSTANTIVE VARIATION

18. STIMULUS GENERALIZATION

19. To Overcome it?

20. PRODUCT LINE EXTENSION

22. PRODUCT FORM EXTENSION

24. STIMULUS DISCRIMINATION

25. INSTRUMENTAL

26. REINFORCEMENT OF BEHAVIOR

27. POSITIVE REINFORCEMENT

31. NEGATIVE REINFORCEMENT

34. EXTINCTION

36. PUNISHMENT

37. STRATEGIC APPLICATION OF
INSTRUMENTAL CONDITIONING

38. TOTAL OR CONTINUOUS
REINFORCEMENT

41. SYSTEMATIC OR FIXED RATIO
REINFORCEMENT

44. RANDOM OR VARIABLE RATIO
REINFORCEMENT

45. SHAPING REINFORCEMENT

47. COGNITIVE THEORY

50. INVOLVEMENT THEORY

51. LOW INVOLVEMENT INFORMATION
PROCESSING

53. HIGH INVOLVEMENT INFORMATION
PROCESSING

55. INTEGRATED PROCESSORS

58. CENTRAL AND PERIPHERAL
ROUTES TO PERSUASION

59. CENTRAL ROUTES TO PERSUASION

62. PERIPHERAL ROUTES TO PERSUASION

64. THANKYOU