21 cb learning 2015

1. Consumer Behaviour 2015 -Rajesh Satpathy

2. Learning
Learning is one of the major determinants of Human behavior.
Learning occurs through out our life. Most of us learn
something everyday!
Human beings are not born with the knowledge or skills that
could be used as guidelines of how to behave for their daily
life. Knowledge or Skills are obtained from learning.
Learning is an unconscious activity that occurs frequently…
Individual Determinants of Behavior

3. Learning
“Learning is a process in which behavior capabilities are
changed as a result of experience, provided the change can not
be accounted for temporary state of the organism due to
fatigue, drugs or any other temporary factor.”
Individual Determinants of Behavior

4. Elements of Learning
• Motive: Motives arouse individuals’ readiness to respond.
Buying motives determine two things…
One-What consumer wants to do?
Two-How much price, time n effort to own the product?
• Cues: A weak stimulus not strong enough to arouse consumers,
but capable of providing direction to motivated activity.
Eg: Splendour Plus, Passion Plus by Hero Honda
Individual Determinants of Behavior

5. Elements of Learning
• Response: A mental or physical activity the consumer makes in
reaction to a stimulus situation. That is how individuals react to
a drive or cues.
• Reinforcement: Reinforcement is a reward given to respondent
for their response.
Eg: moov
Individual Determinants of Behavior

6. Cognitive Elaboration
Consumer Insight:
1. What consumer believes about the Brand?
2. In which category does the brand hold membership?
3. How the consumer processes Ad information to arrive at a
Brand Choice?
Individual Determinants of Behavior

7. Cognitive Elaboration
Construct One
• The Soap with direct benefits i.e. skin care n protection from
body odour?
Dettol, Savlon, Margo
Dove, Lux, Diana
Individual Determinants of Behavior
Construct Two
The Soap for looking beautiful n glowing skin !!!
Peel it
Peel it

8. Cognitive Elaboration
This is a task to analyze how consumer think, process n use the
ad information for brand choice.
Hard Sell: Buy this brand n get this benefit…
• Vicks Action 500- Immediate relief from Cold
• Mediker Shampoo- Anti-Lice treatment
Story Grammar: Problems...Outcome
• Testimonial evidence- Harpic, Moov, Glycodin
Individual Determinants of Behavior

9. Cognitive Elaboration
This is a task to analyze how consumer think, process n use the
ad information for brand choice.
Big Idea approach: it identifies a benefit that is focal to
consumer n present a variety of attributes that implies
benefits to sustain a brand information over a time. It works
when attribute is one but imply many benefits.
It means that the spoke people build credibility, believability n
trustworthiness for the Brand.
Eg: Amitabh for Dabur Chavanprash
Individual Determinants of Behavior

10. Cognitive Elaboration
Color: It evokes the audience to elaborate on their feelings.
Eg: Eveready ‘Give me Red’
Blue: Cool, Serene
Black: Desire, Passion
Floral: Feminine
Dark Brown: Masculine
Individual Determinants of Behavior

12. Learning
In marketing, all learning designed to provide the learner with
a means of making more effective buying decisions with the
smallest possible effort.
From Marketers’ point of view learning becomes ‘teaching’…
means… marketer’s must have some understanding of the way
in which learning accomplished.
Individual Determinants of Behavior

13. Thank You.