Consumer

Behaviour

SUBMITTED BY:
Team 7
MBA Batch 2022-’24,
VGSoM, IIT Kharagpur.
Q.1 Consumer Learning Through Positioning Strategies

Clear Messaging Target Audience Brand Consistent Visual and

Understanding Differentiation Brand Image Verbal Cues
Communicate clear and Deep understanding of Emphasizing unique Communications, including visual and verbal cues to
concise messages about the target audience's selling points such as advertising, packaging, and reinforce brand
their products or brands needs, preferences, & quality, innovation, or promotions, convey a positioning and facilitate
behaviors affordability consistent message consumer learning

Storytelling and Influencer Educational Comparison Feedback and

Emotion Endorsements Content Marketing Adaptation
Create a deeper connection Leverage the authority Inform consumers Presenting side-by-side Continuously gather
with consumers using and reach of influencers about the features, comparisons or feedback from
narratives, testimonials, to educate and benefits, and uses of showcasing testimonials consumers to assess the
and emotional imagery persuade consumers their products or and reviews from effectiveness of
services satisfied customers positioning strategies
Q.2 Consumer Learning Strategies (A COMPARISON)
Learning
Theory Behavioral Cognitive Social Cognitive

Used Operant conditioning Used Peripheral persuasion to The modelling effect was
theory to establish identity as emotionally appeal to a wider established by depicting real
a brand that focuses on family audience (different family life stories and inculcating
well-being and aligns with members including children, relatable figures within a
Indian cultural values. mothers and elderly people). family in their ads.
Brands

Used Operant conditioning Used High Elaboration and

The modelling was done by
theory to establish itself as a Central Route to garner focus
using prominent brand
brand that focuses on on the nutrients and their
ambassadors from sports and
prioritizing children’s health direct effect on education as
movie fraternity.
and growth. well as growth.

Used Central Persuasion

Used Classical conditioning theory by targeting mothers
The tagline “Taiyyari Jeet ki”
theory to associate brand’s and focusing their attention
helped them create a
identity with academic on memory as well as
modelling effect.
success and overall growth. concentration for their
children.
Q.3 Consumer Learning and Product Adoption
Approach (based on customer/consumer type)

Customer Mother College-goer Hostel canteen

Consumer Child College-goer Boarders

Classical conditioning through ads Positive reinforcement through free Positive reinforcement through bulk
Behavioral
focusing on positive outcomes of the sample distribution, trials and purchase discounts and training for
Approach drink. discounts. staff.

Central route to persuasion via Central route to persuasion via focus on

Peripheral persuasion via brochures,
Cognitive Approach storytelling and testimonials of mothers stamina, alertness and other related
exhibition stalls and printed ads.
who actually have used the brand. traits of college students.

Endorsements by pediatricians, nutrition Use social media influencers, online Collaboration with nutritionists to host
Social Cognitive
experts and aspirational ambassadors (of communities/forums, gaming apps and workshops as well as using other
Approach children). targeted social media marketing. canteens as case study.
Q.4 Identify the method of learning,whether classical, instrumental or cognitive
which seems to best explain the following:

Concept: Classical Conditioning:- Repetition

Classical Conditioning states that all the organisms are passive

entities by nature and tend to learn certain Behaviors through
Repetition, which is responsible for increasing the likelihood of
organism’s response

Consumers habitually
purchasing particular brands Consumers habitually purchasing particular brands because their parents did
of health drinks because thier so is an example of Classical conditioning which defines that consumers having
seen thier parents buying certain brands of health drinks tend to learn the
parents did so
same and continue buying the same health drink without giving much
consideration, here repetition has worked by slowing the process of forgetting
the certain type of drink from consumer’s mindset
Q.4 Identify the method of learning,whether classical, instrumental or cognitive
which seems to best explain the following:

Concept: Instrumental Conditioning:- Positive Re-inforcement

Instrumental Conditioning defines that any organism(animal or
human) tend to learn those beviourial responses that are
positively reinforced and avoid those that yield negative
reinforcements

Consumers being attracted to

cash rebates, free products,
Consumers Being attracted to cash rebates and trial periods is an
trial periods, and low example of Positive reinforcement where consumers are rewarded with
introductory prices certain gifts in order to increase the likelihood of them buying again the
same product next time, thereby encouraging repetition of the process.
It is based on the consensus that consumers tend to repeat the process
until they are getting gifts and discounts
Q.4 Identify the method of learning,whether classical, instrumental or cognitive
which seems to best explain the following:

Concept: Cognitive Learning

Cognitive Learning theory explains that consumers tend to
actively use, process and integrate new information they gather
with existing knowledge in order to solve problems and make
buying decisions

Consumers buying a
Particular Brand because of
descriptive and persuasive Consumers buying a particular brand because of information available is an
example of Cognitive Learning That defines consumers tends to process new
information available on the
information continuously where cues(information available on the product)
labelling and packaging as and expectations(information provided meeting the requirements) helps
well as advertising on consumer integrate new information about the product with the information
already known about the product resulting in buying of the product.
television
Thank SUBMITTED BY:
Team 7

You Fathima Nishma T K

Jitendra Kumar Soni
Karan Malik
Menon Rakesh Vasudevan
Shalini Das
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