LEARNING

Submitted bySandeep singh

What learning is?

Defined as- Change in behaviour of a consumer as a result of

past experience.
Here this change may or may not be an improvement on previous one. Learning is a process which continously evolves and changes as a reslt of newly acqired knowledge. Learning is based on two vital aspects

Behaviour Experience

 Learning may be Intentional Incidental Intentional learning-

This occurs when the individual is searching for information on the

features, benefits etc of the product before a purchase. Incidental learningThis occurs when the information comes to him on its own either through print or electronic, media, exhibition etc.

Components of learningDrive :It is a strong stimulus that forces an action. It forms the basis of motivation as it arouses in an individual an urge to respond to the stimuli. In other words, drive refers to an increase in probability of

activity without actually specifying the nature of the activity. Motive

is purposeful and directed towards a specific goal.

Conti
Cue:A cue is any object existing in the environment as perceived by the individual. It gives direction to the motives. Marketers need to

determine the conditions that a cue will increase the probability of

getting a specific response.

Response :Response is the reaction of an individual to a stimulus. Such a response may be in the physical form or in terms of complex phenomena such as attitudes, perceptions etc. response does not merely depend on the drive, motive or cue. It also depends on the past experience of consumers and their association of the cue with something different than the target.

Reinforcement :Reinforcement refers to the environment events which increases the

likelihood of specific response occurring in the future as a result of

particular cue or stimuli. It is a very basic condition of learning. Of several responses made to the same situation, those that are

accompanied by satisfactions or reinforcements will be more likely to

recur.

Retention :The stability of learned behaviour maintained by the individual over a period of time is called retention. Under repeated conditions of positive reinforcements, there is a tendency for the conditioned response to continue for a long period of time.

Types of learning process

Routines :Much of the consumer behaviour occurs without the involvement of extensive consideration and reflection. For example shopping in a departmental store, having a snack at a restaurant, going for a movie with friends etc. such forms of consumption are routine in nature. On the other hand, consumption behaviour involved in the purchase of a television, CD player etc, will involve an extensive information search. Routine consumption involves a learning process where the thinking process and actions involved are very short and an appropriate script is formed as soon as a purchase need to be made. These learned scripts and schemes are exceptionally useful in daily routine life. Then there will be more time and energy like social interactions, studying and planning of activities etc left for consumer behaviour.

Conti:Conditioning
There are different learning processes which influence the purchase behaviour. One such well-known type of learning is conditioning. Here the behaviour becomes dependent on certain stimuli or events in the environment. For example after a few visits to a store the consumer notices that this store is less expensive than the other similar stores. In this case, this store will perform the role of a stimulus to go shopping there. At times it will be time consuming to try out new behaviour and it may be easier to observe and imitate by learning from other experienced people. For example when a person moves to a new neighborhood, she will prefer to ask the opinion of her neighbors regarding their choice and preference for shopping. This behaviour is known as observational or social learning.

Thank you