Consumer Learning

PRESENTED BY:
ASHISH VERMA
ASHAMA AGGARWAL
ASHUTOSH AGARWAL
MANISH KUMAR
 Learning defined

Consumer learning can be defined how an

individual acquires information and
knowledge in the matter of consumption.
Consumer learning is mostly an
unstructured and personalized process.
Varying from individual to individual, the
process uses one or more of the channels,
observing, reading, listening, discussing, or
actually experiencing.
 LEARNING THEORIES

• Stimulus Response Theory (Behavioral

Learning Theory)
• Cognitive Theory
 Behavioral Theories:
Theories based on the premise that learning
takes place as the result of observable
responses to external stimuli. Also known
as stimulus response theory.
 Generalization

This is the phenomenon where the receiver

generalize the information receive in the
marketing message without paying attention
to the brand or recognizing the originator of
the message.
 Fade Out

Learning once made is neither permanent

non-erodable.
 Retention

Retention of learning that favors his

product is ultimate objective of marketer.
This retention is facilitated by continued
use of the product and continued imaging
of the brand.
 COGNITIVE LEARNING
THEORY
A theory of learning based on mental
information processing, often in response
to problem solving.
This theory believes that much of the
learning that matters is based on active
search for information and active
participation and thinking by the learner.
 Cognitive Theory is based on following
function of human brain:
 Memory
 Logic
 Retrieval
 MEMORY

Cognitive theory
assume that all
information received
by the individual is
temporarily carried
into a brain but only a
small portion of this is
cognized and rest is
ejected.
 Logic

The logic of human brain comes into play

not only after memorizing but even during
memorizing.
Once the information is cognized, logic
comes into further play as to where it
should be carried.
 Retrieval

Retrieval occurs when commanded by the

logic of the brain. It is a play back of the
entire learning and the imagery for the
individual’s benefit, and helps them to
individual to make choices.
 BRANDING-THE BEST
TOOL
Branding is the fundamental tool to impart
learning to a consumer. While brand in itself
may not cover an information, it acts as a
wonderful tag. You can make the consumer
pick up the tag and along with it all the
information that is learnt and store.