Meaning of l

earning
and
Elements of
consumer le
arning ? Made by :
Pratham Chadha(BBE/19/12)
Hemant Kumar (BBE/19/45)
 MEANING OF LEARNING
• Learning refers to any change in the content or
organization of long term memory and/or behavior.

• Learning is the set of changes

1.In an individual’s behavior
2.Arising from experience.
CHARACTERSTICS OF LEARNING
 Importance
 Involvement
 Mood
 Reinforcement
 Stimulus repetitions
 Imagery
 Learning process
 Intentional :

Learning acquired as a result of a

careful search for information.

For example : When you are to buy

your new bike, you would take pains to
learn about all the possible variants in
market .
 incidental :

Learning acquired by accident or without

much effort.

For example:-
As you are browsing through the
newspaper you learn about a new shop
that may have come up in the vicinity.
 LEARNING THEORIES
 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.

• For example:-
A small child touches an object and he didn’t realize that this object is hot but the moment
he touches it, he feels hurt withdraw his hand. So he learned that next time he should not
touch certain object because it will cause pain.
 Cognitive theories :

• A theory of learning based on mental information processing, often

in response to problem solving.
• It focuses on the process of thinking, analyzing, and rational
thinking .
What is Consumer learning ?

It is a process that evolves and changes. Consumers

acquire knowledge from Experience, observation,
interaction with others and newly acquired knowledge
which Affect future behaviour.
 Key Elements of Learning

The learning process comprises of certain elements namely as

follow :

1. Motivation

2. Cues

3. Response

4. Reinforcement
 MOTIVATION

• Unfulfilled needs are the underlying drivers that lead to

motivation.

• If a consumer has motivation to learn something, there is

increased likelihood that learning will take place.

• The marketer can play an important role by :

(i) identifying or helping the consumer identify the sub-conscious
and hidden motives
(ii) triggering off motives and desires .

For example:
If you’ve just visited the doctor and he has informed you that you
need to live a more active lifestyle to reduce your elevated
cholesterol levels, your unfulfilled need is to live a more active,
healthy lifestyle. Therefore, you may be motivated to learn as much
as you can about local gyms in the hopes of joining one, leading a
more active lifestyle and improving your health.
 Cues

• The stimulusus that gives strength and direction to the motives .

• There are often many cues competing for a customer’s attention,

some of which can be created by marketers and others that are
simply part of the external environment.

• Cues serve to direct consumer drives when they are consistent with
their expectations.
• All the 4Ps could act as cues and give direction to motivesexample :
the packaging of the product ( easy to carry); price; place; and
promotion .

• For example: In order to learn about local gyms, cues could take the
form of advertisements for gyms you see online or hear about on the
radio, conversations you have with salesmen at those gyms or even a
conversation about a local yoga studio you overhear between two
friends at a coffee shop.
 Response

• A response is the consumer’s reaction to a cue.

• The behavior of a person constitutes the response; that is how a

person reacts to a drive or a stimulus, reflects a response.

• the response the consumer chooses often depends heavily on

their previous experiences.
 Reinforcement
• Reinforcement is critical to the learning process and can
significantly impact future responses, even though this
element typically happens after purchase.

• The reward , the pleasure, enjoyment and benefits that the

consumer receives after buying and using a product or
service .
• If a consumer is rewarded, that consumer has learnt to associate
the purchase with a pleasant feeling and is likely to repeat the
learnt behavior and become a loyal customer.

• For example:
if you choose to join the local gym, reinforcement may take the form
of a positive experience, where the machines you want to use are
readily available along with the occasional 10% off coupon for the
juice bar. This reinforcement may lead you to remain satisfied with
the gym and perhaps even recommend it to a friend, contributing
cues to their learning process.