CONSUMER LEARNING

The process by which individual acquire the purchase and

consumption knowledge and apply it in the future related
behavior is called consumer learning. Learning may be
incidental as well as intentional. According to kotler ”learning
involve change in an individuals behavior arising out of the
experience, infact most of the human behavior is learnt over
time out of the experience.
FEATURES OF CONSUMER LEARNING
1. continues process.
2. lifelong process.
3. bring change in behavior.
4. individualistic.
ELEMENTS OF CONSUMER BEHAVIOR
1. MOTIVATION- the driving force of all the important things
to be learnt. Motive allows individuals to increase their
readiness to respond to learning.
2. CUES- cues are the components that stimulates the direction
to these motives. Cues are not strong as motives but they
influence a customer and so he responses for motives.
3. RESPONSE- it signifies how a consumer reacts to the motive
or even cues. The response can be shown or hidden but in either
of cases the learning takes place.
4. REINFORCEMENT- the positive of negative outcome that
influence the likelihood that the specific behavior will be
repeated in future in response to stimuli.

THEORIES OF LEARNING
1. CLASSICAL CONDITIONING THEORY- this theory focus
on that learning takes place through repetition. It referred as
stimulus response model. A spontaneous response to particular
situation achieved by repetitive exposure this theory says that
when a stimulus is connected ot paired with another stimulus, it
serve to produce the same response even when used alone.
Example- if a person takes dinner at 9pm and start watching
news at the same time, after some time when the news will start
at 9pm he will think that its dinner time now.
2. OPERANT CONDITIONING THEORY- also called trial
error theory or R-S model of learning.B.F skinner an American
psychologist developed this model. As per this model human
being learn by trial and error and not just by responding to
certain stimuli. Reinforcement is the main element in this model,
as the consimer will perform that action that brings positive
reinforcement and will avoid those which brings negative ones.
3. COGNITIVE LEARNING THEORY- cognitive learning is
primarily concerned with how information is processed by the
human mind, how it is stored and how it is retrieved . it
emphasis the role of gathering fact about the product or service
being considered, processing these facts and recalling them
rather than repetition and association of rewards that are
hallmark of behavioral learning.
4. INVOLVEMENT THEORY- according to this theory the left
and the right side of the brain acts differently. It is of the view
that brain is primarily responsible for cognitive actions. The
theory explains that the brain act in split manner.