Consumer Learning & its Elements

Consumer learning is a topic of concern for all marketers. Especially in today's world where marketers want to teach the consumers about their own products and services, consumer learning is integral part of their any marketing strategy. If you are a marketer or producer, and you want people to know about your product, you will make them learn, you must run some effective ad or promotional campaigns telling about your products and its features. This way consumers will acquire knowledge about you product and will experience it by using it once. this is where learning process will accomplish. Now after using that whatever will be there response would be feedback to you.

How it can be defined? It is basically a rigorous process, which evolves with time. In this process consumers acquire purchase and consumption knowledge and experience they apply to future related behavior.
Timely changes are associated with this process, as new products keep on entering the market and consumers keeps on learning about these products so the process of learning goes on.

In order for learning to occur, following elements must be present:


It is the deriving force which act as spur to learning. It is based on needs and goals. your needs and desires motivate you to achieve your goal. And to achieve your goal or fulfill your desire you need to find the ways out to accomplish that, you will be motivated to seek information which will help fulfilling your needs. So in learning to takes place, motivation is very important as it gives initiative to learning process.


Cues act as stimuli and gives directions to your motives. For instance, you are home after 9 hours job, you are tired, at that very moment you watch an ad of a energy drink on the T.V which makes you realize you need that drink to boost your energy and feel fresh. So that ad acted as cue at that time, which motivated you to fulfill your salient need.


Reaction of the consumers to the cue is the Response. How they behave after getting visible to that cue, constitutes their response. Consumers may not immediately react to a cue, as it may not be there need at that time. But possibility is there that if consumers have learnt your cue, they may keep it in corner of the mind and whenever their need has arose they make use of that cue and respond in favorable way. For instance, in above mentioned example, energy drink may not be readily available to you, you may fulfill that need with water or some other drink. But if you remember that energy drink and in later time when you feel thirsty or tired you may buy it and respond to that ad now.


It increases the likelihood that a specific response will occur in the future as the result of particular cues or stimuli. In above mentioned example, if using that energy drink satisfies you and you have gained all the benefits then you will likely to continue buying that product. Through positive reinforcement, learning has taken place, since energy drink lived upto the expectations.


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