CONSUMER LEARNING

- Process by which
individuals acquire the
purchase and consumption
knowledge and experience
that they apply to future
related behavior.
 ELEMENTS OF LEARNING

MOTIVATION -degree of
1.
relevant or involvement
2. CUES - stimuli
3. RESPONSE – how individuals
react
4. REINFORECMENT
2 THEORIES ON HOW INDIVIDUAL LEARN:
1. BEHAVIORAL LEARNING
 Classical Conditioning – Repetition,
stimulus generalization/discrimination
 Instrumental Conditioning – trial and
error
 Observable Conditioning

2. COGNITIVE LEARNING
- problem solving
 HABITS
- Often unconscious pattern of behavior

HABITUAL BUYING BEHAVIOR

- Buying cheap frequently purchased items,
characterized by low consumer involvement
and few significant brand differences
BRAND LOYALTY
- Repeated buying of product or service of other
positive behaviors such as word of mouth
advocacy

SPURIOUS LOYALTY – repurchase a brand due to

situational constraints, a lack of viable
alternatives, or out of convenience.

TRUE BRAND LOYALTY – exists when customers

have a high relative attitude toward the brand .
 FACTORS INFLUENCING BRAND
LOYALTY
1. Customers perceived value
2. Brand trust
3. Customer’s satisfaction
4. Repeat purchase behavior and
commitment

Brand loyalty management – aligning

all marketing , promotional and
distribution channels to consistently
deliver the brand’s promise.
BRAND EQUITY
- brand’s power to derived from goodwill and name
recognition.

A. Customer loyalty – the totality of feelings or

attitudes that would inline a customer to
consider the re-purchase of a particular product
B. Micromarketing – target or niche marketing
C. Store loyalty – ‘time-saver’ effect
 CUSTOMER EQUITY
- the total customer lifetime values of all
company’s customers

3 drivers to customer equity

1. Value equity – value of the product
2. Brand equity – value of the brand
3. Retention equity - tendency of the customer to
stick with the brand