Professional Documents
Culture Documents
Dr Monika Suri
Associate Professor ,
AURO UNIVERSITY
Module
Objectives
The Primary objectives of this course :
1. To Define consumer behavior in the context of
individual as well as institutional buying and
understand its influence on corporate strategy
2. To Analyze marketing environments and segment
them on the basis of consumer behavior
3. To Understand internal and external/environmental
determinants of consumer behavior to select
appropriate marketing tools to influence consumer
decision making.
Teaching Pedagogy: Lecture ,Discussion, Audio-Visuals, Case
Studies , Situation Analysis , Live Projects , Psychometric Test
etc.
Learning Objectives
To Understand the Nature and Characteristics of Learning
To Understand the Application of Learning Theories in
Developing Product Positioning Strategies
Lecture Outline
Process of learning
Approaches to learning-classical conditioning
and operant (instrumental conditioning )
Weekly -Coverage
Training Pedagogy
Lecture
Role Play
Individual & Group Exercise
&Discussion
Audio Visual lectures
Videos
Psychometric Test
Case studies
Projects
Etc
Process of Learning
Learning Processes
Intentional
learning acquired as a result of a careful
search for information
Incidental
-- learning acquired by accident or
without much effort
Importance of Learning
Marketers must teach consumers:
where to buy
how to use
how to maintain
how to dispose of products
Learning Theories
Behavioural Theories:
Cognitive Theories:
Theories based on the
A theory of learning
premise that learning takes
based on mental
place as the result of
information
observable responses to
external stimuli. Also
processing, often in
known as stimulus response
response to problem
theory.
solving.
Motivation
Cues
Response
Reinforcement
Classical Conditioning
Instrumental Conditioning
Modeling or Observational
Learning
Classical Conditioning
Pairing a stimulus with another stimulus that
elicits a known response to produce the same
response when used alone.
http://almaz.com/nobel/medicine/1904a.html
More attention
More favourable attitudes
Greater intention to buy the product
Learning of key attributes
Instrumental Conditioning
Observational Learning