Consumer Behavior

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A TERM PAPER
ON
CONSUMER LEARNING
Course Name: Consumer Behavior Course No: 325
Submitted To
Dr. A.N.M. Sayeedul Haque Khan
Professor
Department of Marketing
University of Dhaka
Submitted By
Moidul Islam
Roll No: 139
Section: A
Batch: 15th
Department of Marketing
University of Dhaka

Date of submission: September 14, 2011

Table of contents

Sl No| Topic| Page No|
1| Introduction| 1|
2| Description| 2-|
3| Conclusion| |
4| References| |

INTRODUCTION
Consumers’ learning is an important component of consumer behavior. Consumer learning can be thought of as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. In order for learning to occur, certain basic elements must be present. The elements included in most learning theories are motivation, cues, response, and reinforcement. Five of the most important general characteristics of learning are strength of learning, extinction, stimulus generalization, stimulus discrimination, and the response environment. There are many types learning theories such as Behavioral Theory of Leaning, Cognitive Theory of Learning, Involvement Theory of Learning. Knowledge of learning principles can be useful in understanding how consumers wants and motives are acquired and how their tastes are developed. General characteristics of learning helps marketing managers to make marketing decisions.

This work deals with the following aspects: what is consumer learning, elements of consumer learning, and different theories of consumer learning.

DESCRIPTION

What is Consumer Learning?
Consumer Learning can be thought of as the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior. Several points can be noted in this definition:

First, Consumer Learning is a process; that is it continually evolves and changes as a result of newly acquired knowledge or from actual experience. Then, the term experience does not always mean that it is deliberate. It may be intentional or incidental. For example, the success of Creast toothpaste by Procter & Gamble, recognized as the best toothpaste by The American Dental Association, was because of it’s consumer learning. Which enables them to add fluoride with the toothpaste.

Elements of Consumer Learning
Despite their different viewpoints, learning theorists in general agree that in order for learning to occur, certain basic elements must be present. The elements included in most learning theories are motivation, cues, response, and reinforcement.

Motivation: The concept of motivation is important to learning theory. Remember, motivation is based on needs and goals. Motivation acts as a spur to learning. The degree of relevance, or involvement, determines the consumer’s level of motivation to search for knowledge or information about a product or service. Uncovering consumer motives is one of the prime tasks of marketers, who then try to teach motivated consumer segments why and how their products will fulfill the consumer’s needs.

Cues: If motives serve to stimulate learning, cues are the stimuli that direct these motives. In the marketplace, price, styling, packaging, advertising, and store displays all serve as cues to help consumers fulfill their needs in product-specific ways. Cues serve to direct consumer drives when they are consistent with consumer expectations. Marketers must be careful to provide cues that do not upset those expectations.

Response: How individuals react to a drive or cue-how they behave constitutes their response. Learning can occur even when...
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