Learning Consumer Elements

Learning Consumer Elements

1. Motivation

   • Is based on needs and goals. Motivation acts as a spur to learning, where needs and goals serve as stimuli.The degree of relevance, or involvement, is crucial to determine the degree and form of motivation of the consumer to seek knowledge or information about a product or service. Discovering consumer motives is one of the first activities of marketers, whwho then try to teach consumer segments “Motivated”, the reasons why your product will better meet your needs.
     • For example, men and women who want to become good tennis players, are motivated to learn everything what they can about this sport, and to practice it whenever they can. They can search information on prices, quality and characteristics of tennis rackets, if They "learn" that a good racket is important to play well. Conversely, the individuals who are not interested in tennis are likely to overlook all the information related to this sport. The objective goal (to be a good player of tennis) simply has no relevance to them.
       • • García Varela Ana Belén

2. Reinforcement

   • Increases the probability of a response occurring specifically in the future, as a result of particular signals or stimuli. It is clear that learning has taken place through reinforcement, every time the tablets met their expectations.
     • If a college student finds that a brand of headache tablets has allowed the exam week to pass relatively unscathed, it is likely that buy the same tablets again when the next period of exams. On the other hand, if the tablets do not they helped you the first time, the student is less likely to buy them again, even though extensive advertising or store displays point to that product.

3. Answers

   • The way individuals react to an impulse or signal - the way behaving constitutes their response. Learning can occur even if the answers are not open. The automaker that provides signs consistent to a consumer, may not always succeed in stimulating a purchase, even if that individual is motivated to buy. However, if the manufacturer has success in forming a favorable image of a particular model in the mind of a consumer, when the consumer is ready to buy, they will probably consider such make or model. An answer is not automatically linked to a given need. In reality a need or reason can evoke a wide variety of responses. The signs provide some guidance, but there are many more signals vying to capture the 'consumer care. The answer that this one has depends to a great degree on the prior learning; learning, in turn, may depend on which responses reinforced in the past.
     • For example, there are many ways to respond to need to exercise, beyond playing tennis.

4. Signals

   • If the motives serve to stimulate learning, the signals are the stimuli that give you guidance on these reasons. The announcement is the signal, or stimulus, that suggests a specific way of satisfy an important reason. In the market, the price, style, packaging, advertising and store displays, all serve as signs to aid consumers to meet your needs in the form of specific products. Signals serve to direct consumer impulses when they are consistent with consumer expectations. Marketers must have careful to provide signals that do not disrupt such expectations. Every aspect of the marketing mix should reinforce others, if signs are to serve as stimuli to guide consumer actions in the sense desired by the marketer.
     • An advertisement for a tennis court can help as a sign for tennis fans, who may suddenly "recognize" that attending to a tennis court is a concentrated way to improve your game while on holidays.

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