Consumer Behavior

Consumer Learning
 MEASURES OF CONSUMER
LEARNING
The dual goals of consumer learning are


increased market share & brand-loyal

customers. Both the goals are
interdependent.
The Various Measures of Consumer

Learning Are:
Ø Recognition & Recall Measures
Ø Cognitive Responses To Advertising
Ø The Attitudinal & Behavioral Measures of
Brand Loyalty
 Recognition & Recall
Measures
 Tests conducted to determine
whether consumers remember
seeing an ad, the extent to which
they have read it or seen it & can
recall its content, their resulting
attitudes toward the product, the
brand & their purchase intentions.
LETZ HAVE A LOOK
ONTO AN
ADVERTISEMENT…
C A N U R E M E M B E R T H E P R O D U C T
A D V E R T IS E D IN T H IS A D ???
A N Y 1 O F U C A N T E LL M E 1 O R 2
S A LIE N T FE A T U R E S O F T H E
P R O D U C T A D V E R T IS E D ???
Recognition & Recall Measures
Cont’d

• Recognition tests are based on

Aided Recall
– Under this, the consumers are
shown an ad and are asked
whether they remember seeing
it & can remember any of its
salient points.
HOW MANY OF YOU H O W M A N Y O F YO U
HAVE READ THIS W A T C H T H IS S E R IA L
MAGAZINE??? O N Z E E T V ???

NOW IF ANY1 OF YOU CAN RECALL



ANY OF THE ADS SEEN ON THE TV

WHILE WATCHING THE SERIAL OR
READING THE MAGAZINE ????
 Recognition & Recall Measures
Cont’d

• Recall tests use Unaided Recall

– Under this, consumers are asked
whether they have read a specific
magazine or watched a specific
serial & if so, can they recall any
ads or commercials seen, product
advertised, the brand or any other
salient points about the product.

 Cognitive Responses To
Advertising
• Another important measure of consumer
learning is the degree to which
consumers accurately comprehend the
intended advertising message.
 CAN ANY ONE OF U COMPREHEND AS
TO WHAT MESSAGE THE ADVERTISEMENT
WANTS TO DELIVER????
 ANY GUESSES!!!
 Attitudinal & Behavioral
Measures Of Brand Loyalty
• Brand loyalty is an ultimate outcome of
consumer learning
• Brand loyalty consists of both attitudes &
actual behaviors towards a brand
– Attitudinal Measures: They are concerned
with consumers overall feelings about the
product & the brand (i.e. evaluations) &
their purchase intentions.
– Behavioral Measures: They are based on
the observable responses to promotional
stimuli – repeat purchase behavior rather
than attitude toward the product or
 Brand Loyalty Cont’d
• Consumers loyalty towards a brand is the
function of three groups of influences:
vConsumers Drivers (i.e. personal degree of
risk aversion or variety seeking)
vBrand Drivers (i.e. the brands reputation &
availability of substitute brands)
vSocial Drivers (i.e. social group influences
& peers’ recommendations)
v
 Brand Loyalty Cont’d
• These functions further produces FOUR
types of loyalty:
ØNo Loyalty: No purchase at all & no
cognitive attachment to the brand
ØCovetous Loyalty: No purchase but strong
attachment & predisposition towards the
brand that was developed from the
persons social environment
ØInertia Loyalty: Purchasing the brand
because of the habit & convenience but
without any emotional attachment to the
brand
 Brand Equity
• It refers to the value inherent in a well-
known brand name. The value stems
from the consumers perception of the
brand’s superiority, the social esteem it
using it provides, the customers trust &
identification with the brand. For
companies the most valuable assets are
their brand names. Well-known brand
names are known as Megabrands.
• Eg. Coca-Cola, Hallmark Cards etc. their
brands have become “cultural icons” &
enjoy powerful advantages over
 Thank You
&
Have A Nice Day