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1. Learning
2. Consumer learning
3. Importance
4. Increase consumer retention power
5. Learning theories
6. Conclusion
V Learning is any relative permanent change in
behavior or behavior potential produced by
experience .

V Feature
Involves some kind of experience .
Behavioral changes occurring due to learning are
permanent
V It is process that continually evolves and
changes as a result of newly acquired
knowledge or from actual experience.

V Consumer learning is :-
Intentional:- Acquired through careful search
Incidental:-Acquired through accidents or less effort
.
x:- Ad of new product of familiar brand
V hotivation

V Cues

V Response

V Reinforcement
h
IVA
I 
V rime task of marketers
to uncover motives.
V Aim behind is how the
product would be
useful to consumer
V Unfilled need leads to
motivation and which
leads to learning.
xample:-when we learn
to ride a bicycle or car we
are motivated
CU
V Cue is a stimulus that
suggest to satisfy salient
motive
V hotivation leads to
learning.
V Ad ,market place, pricing,
packaging etc serve as
cues.
xample:- advertisement
for an exotic trip recognizes
need for vacation

R 
V ow individual reacts to
cues or drives is response.
V Learning occurs when
responses are clear.
V xample :- Car hanft.
provide cues to
individuals but it does not
result in sale ,but if he is
able to get the response it
can covert to sale
RIF RCh


V It increases likelihood
that a specific response
occur in future on
inducement of stimuli or
cue.
V xample :-If an individual
in on having food at a
restaurant gets full value
of money ,he plans to dine
at the same place again .
V romotes brands loyalty
V Increases brand equity
V Improves Classification on basis of
Variety
Quality
Design etc
V Improves market share of the company
V Build company financially strong and generate
good amount of revenue.
LARI
 RI
V
he following are the learning theories :-

Classical conditioning.

Instrumental conditioning.

bservational Learning.
V Conditioning is response to situation built up
through repeated exposure.

V In the following theory

Ivan avlov , Russian physiologist conducted

experiment to describe conditioning.

e conducted his studies on dogs.

In his experiment a hungry dog was operated &

fitted with instruments in mouth , aim behind to
check the learning.
After operating , a bell was sounded and food was
given to dog, seeing food started salivating.

After some trials ,bell was sounded and dog started

salivating ,without giving food to dog.

ere
Bell =conditional stimulus
Food = Unconditional stimulus
alivation = Unconditional Response

At particular time if the food was offered to dog

then after repeated trial the dog would salivate at
that particular time.

ime = Conditional timulus
V
he following theory says that learning occur
through trial and error .

V It leads to development of behavior.

V Instrumental conditioning is also called operant

conditioning.

V It the following experiment

he experiments was carried out on rats.
A hungry rat was placed in skinner box, which had a
lever ,on pressing it food pellet was delivered to rat.
V Continuous pressing of lever helped rat learn
way to satisfy his hunger whenever he was
placed in the box .

V ressing pellet = conditional stimulus

V Dropping of food pellet = unconditional

response .
@
 :Rat will perform till he his hunger is not
satisfied
V bservational learning = Imitation

V
his
ype of learning was first was studied by

Bandura.

V Advertisers recognize the importance of

bservational learning in selection of models and
celebrities.

x:- halbro Cigarettes failure in 1980·s by advertising a

girl holding Cigarette.
V Consumer hodels with whom target audience
can identify achieving certain positive outcome
to common problems

V Children Learn huch of their social behavior

and consumer behavior by observing older
siblings.
x: In boys ,buying a Bike by seeing their sibling
driving .
V Recoganization & recalls
Aided recalls
Unaided Recalls
V Brand Loyalty
Attitudinal Loyalty
Behavioral loyalty
Framework of customer loyalty
V Brand quity
Association with mega brands