Consumer Behavior

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 HAVE READ THIS MAGAZINE???

H O W M A N Y O F YO U W A T C H T H IS S E R IA L 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 wellknown 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